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Marketing sensorial (Brand sense) como estrategia de posicionamiento para marcas reconocidas por los colombianos

Author

Listed:
  • Ángela Gabriela Cárdenas Rueda
  • Danna Isabella López Torijano
  • Pablo Santiago Sierra López

Abstract

The senses play a relevant role in our daily life, within marketing is no exception. Various companies use sensory channels to establish a link with the consumer that allows them to position themselves in the mind of the same, thus generating a purchase preference. This document aims to analyze the brand sense of various brands consumed daily by Colombians and find a relationship between consumer behavior towards products with the use of branding through different sensory channels. From a sample of 80 people, the results show that in each product category there is a brand that stands out from its competition in each of the sensory channels and therefore has greater brand memory.

Suggested Citation

  • Ángela Gabriela Cárdenas Rueda & Danna Isabella López Torijano & Pablo Santiago Sierra López, 2022. "Marketing sensorial (Brand sense) como estrategia de posicionamiento para marcas reconocidas por los colombianos," Econógrafos, Escuela de Economía 022639, Universidad Nacional de Colombia, FCE, CID.
    • Handle: RePEc:col:000176:022639
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    File URL: https://fce.unal.edu.co/media/files/CentroEditorial/documentos/econografos/EACP/econografos-EACP-40.pdf
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    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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