Sensory marketing and brand positioning of a children's events company

Angel David C.-H.; Carlos Daniel G.-T.; Fiorela Anaí F.-O. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2025) · DOI: 10.18687/laccei2025.1.1.791

Resumen

This study analyzed the relationship between sensory marketing and brand positioning in a children's events company in Chiclayo (Peru). A quantitative, non-experimental, cross-sectional and correlational approach was used, for which 120 clients were surveyed in the last year. To measure sensory marketing and brand positioning, a questionnaire was used and Spearman's Rho correlation coefficient was applied to determine the relationship between these variables. The results showed a positive and significant correlation (0.615), indicating that the application of sensory strategies has a positive influence on brand perception and loyalty.

Instituciones: Universidad Tecnológica del Perú