BRANDING Y POSICIONAMIENTO DE UN INSTITUTO SUPERIOR TÉCNICO DE LA CIUDAD DE PIURA, 2022

Analiz Peña Rodriguez; Julia Otilia Sagástegui Cruz; Luis Fernando Alegría Ferreyros

BRANDING Y POSICIONAMIENTO DE UN INSTITUTO SUPERIOR TÉCNICO DE LA CIUDAD DE PIURA, 2022

Translated title of the contribution: Branding and positioning in a higher technical institute of the city of Piura, 2022

Universidad Privada del Norte

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

Abstract

The aim of this study was to establish the relationship between branding and positioning in a higher education institute of Piura, in a sample of 100 students of the first semester 2022 - I, of the Gastronomy career. The study followed an applied, quantitative, cross-sectional, and correlational methodology. The data obtained were presented in descriptive and inferential tables, and the inferential data analyzed through decision criteria allowed testing the proposed hypotheses. The results of the study revealed a moderate and significant positive relationship between the study variables. From this, it is concluded that all strategies developed to create and build the brand are associated with its positioning.

Translated title of the contribution	Branding and positioning in a higher technical institute of the city of Piura, 2022
Original language	Spanish
Title of host publication	Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology
Subtitle of host publication	Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023
Editors	Maria M. Larrondo Petrie, Jose Texier, Rodolfo Andres Rivas Matta
ISBN (Electronic)	9786289520743
State	Published - 2023
Event	21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023 - Buenos Aires, Argentina Duration: 19 Jul 2023 → 21 Jul 2023

Publication series

Name	Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
Volume	2023-July
ISSN (Electronic)	2414-6390

Conference

Conference	21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023
Country/Territory	Argentina
City	Buenos Aires
Period	19/07/23 → 21/07/23

Cite this

Rodriguez, A. P., Cruz, J. O. S., & Ferreyros, L. F. A. (2023). BRANDING Y POSICIONAMIENTO DE UN INSTITUTO SUPERIOR TÉCNICO DE LA CIUDAD DE PIURA, 2022. In M. M. Larrondo Petrie, J. Texier, & R. A. R. Matta (Eds.), Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology: Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023 (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology; Vol. 2023-July).

Rodriguez, Analiz Peña ; Cruz, Julia Otilia Sagástegui ; Ferreyros, Luis Fernando Alegría. / BRANDING Y POSICIONAMIENTO DE UN INSTITUTO SUPERIOR TÉCNICO DE LA CIUDAD DE PIURA, 2022. Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology: Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023. editor / Maria M. Larrondo Petrie ; Jose Texier ; Rodolfo Andres Rivas Matta. 2023. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology).

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title = "BRANDING Y POSICIONAMIENTO DE UN INSTITUTO SUPERIOR T{\'E}CNICO DE LA CIUDAD DE PIURA, 2022",

abstract = "The aim of this study was to establish the relationship between branding and positioning in a higher education institute of Piura, in a sample of 100 students of the first semester 2022 - I, of the Gastronomy career. The study followed an applied, quantitative, cross-sectional, and correlational methodology. The data obtained were presented in descriptive and inferential tables, and the inferential data analyzed through decision criteria allowed testing the proposed hypotheses. The results of the study revealed a moderate and significant positive relationship between the study variables. From this, it is concluded that all strategies developed to create and build the brand are associated with its positioning.",

keywords = "Branding, attributes, brand, positioning, strategies",

author = "Rodriguez, \{Analiz Pe{\~n}a\} and Cruz, \{Julia Otilia Sag{\'a}stegui\} and Ferreyros, \{Luis Fernando Alegr{\'i}a\}",

note = "Publisher Copyright: {\textcopyright} 2023 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.; 21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023 ; Conference date: 19-07-2023 Through 21-07-2023",

year = "2023",

language = "Espa{\~n}ol",

series = "Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology",

editor = "\{Larrondo Petrie\}, \{Maria M.\} and Jose Texier and Matta, \{Rodolfo Andres Rivas\}",

booktitle = "Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology",

}

Rodriguez, AP, Cruz, JOS & Ferreyros, LFA 2023, BRANDING Y POSICIONAMIENTO DE UN INSTITUTO SUPERIOR TÉCNICO DE LA CIUDAD DE PIURA, 2022. in MM Larrondo Petrie, J Texier & RAR Matta (eds), Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology: Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023. Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology, vol. 2023-July, 21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023, Buenos Aires, Argentina, 19/07/23.

BRANDING Y POSICIONAMIENTO DE UN INSTITUTO SUPERIOR TÉCNICO DE LA CIUDAD DE PIURA, 2022. / Rodriguez, Analiz Peña; Cruz, Julia Otilia Sagástegui ; Ferreyros, Luis Fernando Alegría.
Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology: Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023. ed. / Maria M. Larrondo Petrie; Jose Texier; Rodolfo Andres Rivas Matta. 2023. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology; Vol. 2023-July).

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

TY - GEN

T1 - BRANDING Y POSICIONAMIENTO DE UN INSTITUTO SUPERIOR TÉCNICO DE LA CIUDAD DE PIURA, 2022

AU - Rodriguez, Analiz Peña

AU - Cruz, Julia Otilia Sagástegui

AU - Ferreyros, Luis Fernando Alegría

PY - 2023

Y1 - 2023

N2 - The aim of this study was to establish the relationship between branding and positioning in a higher education institute of Piura, in a sample of 100 students of the first semester 2022 - I, of the Gastronomy career. The study followed an applied, quantitative, cross-sectional, and correlational methodology. The data obtained were presented in descriptive and inferential tables, and the inferential data analyzed through decision criteria allowed testing the proposed hypotheses. The results of the study revealed a moderate and significant positive relationship between the study variables. From this, it is concluded that all strategies developed to create and build the brand are associated with its positioning.

AB - The aim of this study was to establish the relationship between branding and positioning in a higher education institute of Piura, in a sample of 100 students of the first semester 2022 - I, of the Gastronomy career. The study followed an applied, quantitative, cross-sectional, and correlational methodology. The data obtained were presented in descriptive and inferential tables, and the inferential data analyzed through decision criteria allowed testing the proposed hypotheses. The results of the study revealed a moderate and significant positive relationship between the study variables. From this, it is concluded that all strategies developed to create and build the brand are associated with its positioning.

KW - Branding

KW - attributes

KW - brand

KW - positioning

KW - strategies

UR - https://www.scopus.com/pages/publications/85172379687

M3 - Contribución a la conferencia

AN - SCOPUS:85172379687

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

BT - Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology

A2 - Larrondo Petrie, Maria M.

A2 - Texier, Jose

A2 - Matta, Rodolfo Andres Rivas

T2 - 21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023

Y2 - 19 July 2023 through 21 July 2023

ER -

Rodriguez AP, Cruz JOS , Ferreyros LFA. BRANDING Y POSICIONAMIENTO DE UN INSTITUTO SUPERIOR TÉCNICO DE LA CIUDAD DE PIURA, 2022. In Larrondo Petrie MM, Texier J, Matta RAR, editors, Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology: Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023. 2023. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology).

BRANDING Y POSICIONAMIENTO DE UN INSTITUTO SUPERIOR TÉCNICO DE LA CIUDAD DE PIURA, 2022

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