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

Autores/as

  • 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

Palabras clave:

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

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.

Descargas

Publicado

2025-04-09

Número

Vol. 1 Núm. 12 (2025): LACCEI 2025

Sección

Articles

Licencia

Derechos de autor 2025 LACCEI

Creative Commons License

Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial 4.0.

Cómo citar

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