The influencer and brand positioning in the clients of the Coral boutique company, Trujillo 2021

Vargas J.L.; Rodríguez Valdiviezo P.A.; Pérez R.G.; Calvanapón Alva F.A. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2022) · DOI: 10.18687/leird2022.1.1.158

Resumen

The objective of this research is to determine the relationship between the influencer and brand positioning in the customers of the company Coral boutique, Trujillo 2021, since influencers play an important role as a strategy to influence consumers and thus position a brand. This research is a quantitative approach of non-experimental design, cross-sectional and correlational type, with a study population of 360 customers of the company Coral boutique and as a sample of 60 frequent customers of the company Coral boutique. A questionnaire was used as a data collection technique. As a result, it was obtained that the level of perception of the influencer and brand positioning from the perspective of the clients of the company Coral boutique has a good level, likewise it was found that there is a relationship between the influencer by dimensions and brand positioning, and it was also determined that the influencer is significantly related to brand positioning. As a conclusion it was obtained that there is a positive average relationship between the influencer and brand positioning from the perspective of coral boutique customers.

Instituciones: Universidad Privada del Norte