Marketing experiencial y el valor de marca en una empresa del sector gastronómico

Diana Makarena Barboza Seclén, María Del Pilar Miranda Guerra, Cristhian Paul Cespedes Ortiz, Rosse Marie Esparza Huamanchumo

Producción científica: Contribución a una revistaArtículorevisión exhaustiva

6 Citas (Scopus)

Resumen

Experiential marketing and brand equity are two aspects valued in companies. This research analyzes the relationship between both variables, the study focuses on identifying the relationship between experiential marketing, its dimensions and brand value in a company in the gastronomic sector of the Cajamarca region. The research is descriptive, transversal and correlational; The survey technique was used and the questionnaire was used as an instrument. The results obtained show the existence of a direct positive relationship between the lived experience and the brand value. The findings of this study have important contributions for companies in the sector. It is concluded that consumers in the gastronomic sector value a brand based on experiential benefits, it can be said that there is a direct link between the quality of the experience that is develops in the restaurant and the capitalization of brand equity.

Título traducido de la contribuciónExperiential Marketing and Brand Value in a Company in the Gastronomic Sector
Idioma originalEspañol
Páginas (desde-hasta)696-712
Número de páginas17
PublicaciónRevista Venezolana de Gerencia
Volumen27
N.º98
DOI
EstadoPublicada - 14 mar. 2022

Palabras clave

  • Brand
  • Brand value
  • Experiential marketing
  • Gastronomic sector

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