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

Ángela Gabriela Cárdenas Rueda, Danna Isabella López Torijano and Pablo Santiago Sierra López

Econógrafos, Escuela de Economía from Universidad Nacional de Colombia, FCE, CID

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.

Keywords: Brand Sense; Consumer Behavior; Brand (search for similar items in EconPapers)
JEL-codes: M3 M31 M37 (search for similar items in EconPapers)
Pages: 24
Date: 2022-11
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Persistent link: https://EconPapers.repec.org/RePEc:col:000176:022639

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