Bibliographic citations
Arce, J., (2023). Marketing sensorial: Percepción de las consumidoras sobre la imagen de marca Exit a partir de su implementación en el punto de venta en Lima Metropolitana agosto 2019 a mayo 2022 [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/25027
Arce, J., Marketing sensorial: Percepción de las consumidoras sobre la imagen de marca Exit a partir de su implementación en el punto de venta en Lima Metropolitana agosto 2019 a mayo 2022 []. PE: Pontificia Universidad Católica del Perú; 2023. http://hdl.handle.net/20.500.12404/25027
@misc{renati/26085,
title = "Marketing sensorial: Percepción de las consumidoras sobre la imagen de marca Exit a partir de su implementación en el punto de venta en Lima Metropolitana agosto 2019 a mayo 2022",
author = "Arce Plasencia, Jimena de Maria",
publisher = "Pontificia Universidad Católica del Perú",
year = "2023"
}
Exit, a Peruvian women's fashion retail brand, is a great example of how to include sensoriality in the construction of brand identity since, like very few others in the country, it has developed a series of sensorial actions that have managed to penetrate consumers’ mind. The general objective of this research is to describe how these actions influence consumers' perception of the brand image. To this end, it identifies which sensory actions are carried out at points of sale; how they reflect the brand identity and how they influence brand recall; and it analyzes whether these actions favor the target public's perception of the brand. The research uses a mixed approach and is mainly descriptive but also exploratory in scope. In addition, the results are analyzed in a comprehensive manner through the triangulation of the subjects of information: the researcher, members of the organization and the target public. From the research it was concluded that the sensory marketing actions present in the studied Exit points of sale are perceptible and congruent with its brand identity, and have a positive and stimulating effect on its image since they enhance the positive brand associations declared by the organization's personality about its identity. It is worth mentioning that this research started in a pre-Covid-19 stage and continued during the pandemic, so it is considered as part of the results the adaptation to the new normality.
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