TY - GEN
T1 - Importancia de la imagen de marca en el posicionamiento de Diamond Fruits - Piura, Perú
AU - Torres, Tatiana Ascoy
AU - Sembrera, Kevin Dominguez
AU - Roncal, Patricia Barinotto
AU - Colchao, Manuel Valle
N1 - Publisher Copyright:
© 2022 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2022
Y1 - 2022
N2 - The objective of this research is to know the impact of the brand image on the positioning of Diamond Fruits, since it has been observed in several organizations that the influence of the image is necessary to obtain positive results that increase the visibility of the company to the clients. The research revolves around the theoretical foundations related to brand image and business positioning. It is non-experimental, the study sample is represented by ten Diamond Fruits client companies and as data collection techniques, a survey was carried out. Finding that the brand image demonstrated by Diamond Fruits has allowed a good positioning in the market, thus generating a 49% influence on the company's notoriety, a 45.2% ratio on key attributes, and, finally, an effect of 76.3% in the frequency of consumption. In conclusion, a good brand image strategy goes beyond achieving a better visualization of the company, but also generates greater trustworthiness of the company.
AB - The objective of this research is to know the impact of the brand image on the positioning of Diamond Fruits, since it has been observed in several organizations that the influence of the image is necessary to obtain positive results that increase the visibility of the company to the clients. The research revolves around the theoretical foundations related to brand image and business positioning. It is non-experimental, the study sample is represented by ten Diamond Fruits client companies and as data collection techniques, a survey was carried out. Finding that the brand image demonstrated by Diamond Fruits has allowed a good positioning in the market, thus generating a 49% influence on the company's notoriety, a 45.2% ratio on key attributes, and, finally, an effect of 76.3% in the frequency of consumption. In conclusion, a good brand image strategy goes beyond achieving a better visualization of the company, but also generates greater trustworthiness of the company.
KW - Diamond Fruits
KW - brand image
KW - positioning
UR - https://www.scopus.com/pages/publications/85139985665
M3 - Contribución a la conferencia
AN - SCOPUS:85139985665
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - 20th LACCEI International Multi-Conference for Engineering, Education Caribbean Conference for Engineering and Technology
A2 - Larrondo Petrie, Maria M.
A2 - Texier, Jose
A2 - Pena, Andrea
A2 - Viloria, Jose Angel Sanchez
T2 - 20th LACCEI International Multi-Conference for Engineering, Education Caribbean Conference for Engineering and Technology, LACCEI 2022
Y2 - 18 July 2022 through 22 July 2022
ER -