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Experiential Marketing for independent chains in the city of Cuenca

Revista Arbitrada Interdisciplinaria Koinonía (Online), 2020-08, Vol.5 (3), p.65-96 [Peer Reviewed Journal]

ISSN: 2542-3088 ;EISSN: 2542-3088 ;DOI: 10.35381/r.k.v5i3.889

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  • Title:
    Experiential Marketing for independent chains in the city of Cuenca
  • Author: Alfredo Manuel Plaza-Espinoza ; Jose Alberto Rivera-Costales ; Carlos Patricio Orellana-Orellana ; Edwin Joselito Vásquez-Erazo
  • Subjects: comercio ; marca registrada ; mercado ; oferta y demanda
  • Is Part Of: Revista Arbitrada Interdisciplinaria Koinonía (Online), 2020-08, Vol.5 (3), p.65-96
  • Description: The objective of the research is to analyze the experiential marketing for independent chains in the city of Cuenca. It was methodologically based from a quantitative perspective through a descriptive type with a non-experimental cross-sectional design, collecting information through the survey as a technique and questionnaires on a Likert scale. Currently, companies are looking for consumers who are part of their brand and feel involved, emotional stimulation is important, leaving aside the functionalities and attributes of the products, the plan must openly declare that the brand is interested in the customer and their environment, the emotion of this practice will sow or strengthen the emotional bond between the brand and the consumer. The development of a company as a brand in the market, must be framed in a strategic plan, the Cuenca market still has space to develop a brand, the results would not be short-term.
  • Publisher: Fundación Koinonia
  • Language: Spanish
  • Identifier: ISSN: 2542-3088
    EISSN: 2542-3088
    DOI: 10.35381/r.k.v5i3.889
  • Source: DOAJ Directory of Open Access Journals
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