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

Authors

  • ANGEL CARRASCO HUIDOBRO Universidad Tecnologica Del Peru S.A.C., Perú
  • CARLOS GARCIA TORO Universidad Tecnologica Del Peru S.A.C., Perú
  • FIORELA FERNANDEZ OTOYA Universidad Tecnologica Del Peru S.A.C., Perú

DOI:

https://doi.org/10.18687/LACCEI2025.1.1.791

Keywords:

Sensory marketing, brand positioning, sensory strategies, children's events, customer.

Abstract

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.

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Published

2025-04-09

Issue

Vol. 1 No. 12 (2025): LACCEI 2025

Section

Articles

License

Copyright (c) 2025 LACCEI

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

How to Cite

CARRASCO HUIDOBRO, A., GARCIA TORO, C., & FERNANDEZ OTOYA, F. (2025). Sensory marketing and brand positioning of a children’s events company. LACCEI, 1(12). https://doi.org/10.18687/LACCEI2025.1.1.791