TY - GEN
T1 - El influencer y el posicionamiento de marca en los clientes de la empresa Coral boutique, Trujillo 2021
AU - Vargas, Jeanpierre Lezer
AU - Rodríguez Valdiviezo, Pamela Andrea
AU - Pérez, Ronald Guevara
AU - Calvanapón Alva, Flor Alicia
N1 - Publisher Copyright:
© 2022 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2022/1/1
Y1 - 2022/1/1
N2 - 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.
AB - 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.
KW - Advertising
KW - Communication
KW - Social media
UR - https://www.scopus.com/pages/publications/85150736649
U2 - 10.18687/LEIRD2022.1.1.158
DO - 10.18687/LEIRD2022.1.1.158
M3 - Contribución a la conferencia
AN - SCOPUS:85150736649
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - Proceedings of the 2nd 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 - 2nd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2022
Y2 - 6 December 2022 through 7 December 2022
ER -