Brand management and its influence on commercial positioning in a customized clothing online store, Lima, 2024

Yaccelinda Dominguez-Bances; Víctor Hugo Fernández-Bedoya

doi:10.18687/LEIRD2024.1.1.272

Brand management and its influence on commercial positioning in a customized clothing online store, Lima, 2024

Yaccelinda Dominguez-Bances
, Víctor Hugo Fernández-Bedoya

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

Research aligned with SDG 8: "Decent work and economic growth", whose objective was to determine the influence of brand management on commercial positioning (and its dimensions: positioning according to competitor, positioning according to attributes and positioning according to quality) in an online shop of personalised clothing, Lima, 2024. The methodology was quantitative approach, applied type, explanatory and descriptive level, non-experimental design and cross-sectional. The population consisted of 60 customers of the shop (finite). The study sample consisted of 60 online shop customers. The technique used was the survey. It was concluded that brand management significantly influences commercial positioning in an online custom clothing shop, Lima, 2024 (sig.=0.000, r2=0.3552). Finally, conclusions and recommendations were made.

Original language	English
Title of host publication	Proceedings of the 4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development
Subtitle of host publication	Creating Solutions for a Sustainable Future: Technology-Based Entrepreneurship, LEIRD 2024
Editors	Maria M. Larrondo Petrie, Jose Texier, Rodolfo Andres Rivas Matta
Publisher	Latin American and Caribbean Consortium of Engineering Institutions
ISBN (Electronic)	9786289661309
DOIs	https://doi.org/10.18687/LEIRD2024.1.1.272
State	Published - 1 Jan 2024
Event	4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2024 - Virtual, Online, Colombia Duration: 2 Dec 2024 → 4 Dec 2024

Publication series

Name	Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
ISSN (Electronic)	2414-6390

Conference

Conference	4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2024
Country/Territory	Colombia
City	Virtual, Online
Period	2/12/24 → 4/12/24

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 8 Decent Work and Economic Growth

Access to Document

10.18687/LEIRD2024.1.1.272

Cite this

Dominguez-Bances, Y., & Fernández-Bedoya, V. H. (2024). Brand management and its influence on commercial positioning in a customized clothing online store, Lima, 2024. In M. M. Larrondo Petrie, J. Texier, & R. A. R. Matta (Eds.), Proceedings of the 4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development: Creating Solutions for a Sustainable Future: Technology-Based Entrepreneurship, LEIRD 2024 Article 272 (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology). Latin American and Caribbean Consortium of Engineering Institutions. https://doi.org/10.18687/LEIRD2024.1.1.272

Dominguez-Bances, Yaccelinda ; Fernández-Bedoya, Víctor Hugo. / Brand management and its influence on commercial positioning in a customized clothing online store, Lima, 2024. Proceedings of the 4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development: Creating Solutions for a Sustainable Future: Technology-Based Entrepreneurship, LEIRD 2024. editor / Maria M. Larrondo Petrie ; Jose Texier ; Rodolfo Andres Rivas Matta. Latin American and Caribbean Consortium of Engineering Institutions, 2024. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology).

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title = "Brand management and its influence on commercial positioning in a customized clothing online store, Lima, 2024",

abstract = "Research aligned with SDG 8: {"}Decent work and economic growth{"}, whose objective was to determine the influence of brand management on commercial positioning (and its dimensions: positioning according to competitor, positioning according to attributes and positioning according to quality) in an online shop of personalised clothing, Lima, 2024. The methodology was quantitative approach, applied type, explanatory and descriptive level, non-experimental design and cross-sectional. The population consisted of 60 customers of the shop (finite). The study sample consisted of 60 online shop customers. The technique used was the survey. It was concluded that brand management significantly influences commercial positioning in an online custom clothing shop, Lima, 2024 (sig.=0.000, r2=0.3552). Finally, conclusions and recommendations were made.",

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note = "Publisher Copyright: {\textcopyright} 2024 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.; 4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2024 ; Conference date: 02-12-2024 Through 04-12-2024",

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doi = "10.18687/LEIRD2024.1.1.272",

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Dominguez-Bances, Y & Fernández-Bedoya, VH 2024, Brand management and its influence on commercial positioning in a customized clothing online store, Lima, 2024. in MM Larrondo Petrie, J Texier & RAR Matta (eds), Proceedings of the 4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development: Creating Solutions for a Sustainable Future: Technology-Based Entrepreneurship, LEIRD 2024., 272, Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology, Latin American and Caribbean Consortium of Engineering Institutions, 4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2024, Virtual, Online, Colombia, 2/12/24. https://doi.org/10.18687/LEIRD2024.1.1.272

Brand management and its influence on commercial positioning in a customized clothing online store, Lima, 2024. / Dominguez-Bances, Yaccelinda; Fernández-Bedoya, Víctor Hugo.
Proceedings of the 4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development: Creating Solutions for a Sustainable Future: Technology-Based Entrepreneurship, LEIRD 2024. ed. / Maria M. Larrondo Petrie; Jose Texier; Rodolfo Andres Rivas Matta. Latin American and Caribbean Consortium of Engineering Institutions, 2024. 272 (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Brand management and its influence on commercial positioning in a customized clothing online store, Lima, 2024

AU - Dominguez-Bances, Yaccelinda

AU - Fernández-Bedoya, Víctor Hugo

PY - 2024/1/1

Y1 - 2024/1/1

N2 - Research aligned with SDG 8: "Decent work and economic growth", whose objective was to determine the influence of brand management on commercial positioning (and its dimensions: positioning according to competitor, positioning according to attributes and positioning according to quality) in an online shop of personalised clothing, Lima, 2024. The methodology was quantitative approach, applied type, explanatory and descriptive level, non-experimental design and cross-sectional. The population consisted of 60 customers of the shop (finite). The study sample consisted of 60 online shop customers. The technique used was the survey. It was concluded that brand management significantly influences commercial positioning in an online custom clothing shop, Lima, 2024 (sig.=0.000, r2=0.3552). Finally, conclusions and recommendations were made.

AB - Research aligned with SDG 8: "Decent work and economic growth", whose objective was to determine the influence of brand management on commercial positioning (and its dimensions: positioning according to competitor, positioning according to attributes and positioning according to quality) in an online shop of personalised clothing, Lima, 2024. The methodology was quantitative approach, applied type, explanatory and descriptive level, non-experimental design and cross-sectional. The population consisted of 60 customers of the shop (finite). The study sample consisted of 60 online shop customers. The technique used was the survey. It was concluded that brand management significantly influences commercial positioning in an online custom clothing shop, Lima, 2024 (sig.=0.000, r2=0.3552). Finally, conclusions and recommendations were made.

KW - brand management

KW - commercial positioning

KW - marketing

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M3 - Conference contribution

AN - SCOPUS:85217266277

T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology

BT - Proceedings of the 4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development

A2 - Larrondo Petrie, Maria M.

A2 - Texier, Jose

A2 - Matta, Rodolfo Andres Rivas

PB - Latin American and Caribbean Consortium of Engineering Institutions

T2 - 4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2024

Y2 - 2 December 2024 through 4 December 2024

ER -

Dominguez-Bances Y, Fernández-Bedoya VH. Brand management and its influence on commercial positioning in a customized clothing online store, Lima, 2024. In Larrondo Petrie MM, Texier J, Matta RAR, editors, Proceedings of the 4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development: Creating Solutions for a Sustainable Future: Technology-Based Entrepreneurship, LEIRD 2024. Latin American and Caribbean Consortium of Engineering Institutions. 2024. 272. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology). doi: 10.18687/LEIRD2024.1.1.272

Brand management and its influence on commercial positioning in a customized clothing online store, Lima, 2024

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