Bibliographic citations
Leyva, M., Quiroz, J. (2024). Marketing emocional y su influencia en el posicionamiento del Club Carlos A. Mannucci en el público juvenil trujillano, 2020 [Tesis, Universidad Privada Antenor Orrego]. https://hdl.handle.net/20.500.12759/19291
Leyva, M., Quiroz, J. Marketing emocional y su influencia en el posicionamiento del Club Carlos A. Mannucci en el público juvenil trujillano, 2020 [Tesis]. PE: Universidad Privada Antenor Orrego; 2024. https://hdl.handle.net/20.500.12759/19291
@misc{renati/380153,
title = "Marketing emocional y su influencia en el posicionamiento del Club Carlos A. Mannucci en el público juvenil trujillano, 2020",
author = "Quiroz Alcántara, José Manuel",
publisher = "Universidad Privada Antenor Orrego",
year = "2024"
}
The following thesis that aims to obtain a degree in Communication Sciences deals with the relationship between the club and the fan, through marketing strategies, considering two main variables: emotional marketing and brand positioning. The main objective to find is to determine the influence of emotional marketing in the positioning of the Carlos A. Mannucci Club in the Trujillo youth audience. In addition, the marketing strategies used by the club were identified and how strong is the positioning that it uses and that today influence the young people of the city. In this investigation, young men and women from Trujillo with an age range of 18 to 28 years with soccer-oriented lifestyles were considered. The sample of the research that was applied was 382 respondents who were the young people of Trujillo, including men and women. To determine the size of the sample, simple random sampling was used, for a reliability of 95%, the chi square test was performed, with which the research hypothesis is accepted and the null hypothesis is rejected. One of the conclusions was that emotional marketing strategies favorably influence the positioning of the Carlos A. Mannucci Club. as a sports brand in the youthful public of Trujillo.
This item is licensed under a Creative Commons License