Bibliographic citations
Gonzales, L., (2021). La gestión de marca y el marketing relacional en la empresa Pet Shop Mascotihogar, Cajamarca 2020 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/26225
Gonzales, L., La gestión de marca y el marketing relacional en la empresa Pet Shop Mascotihogar, Cajamarca 2020 [Tesis]. PE: Universidad Privada del Norte; 2021. https://hdl.handle.net/11537/26225
@mastersthesis{renati/445521,
title = "La gestión de marca y el marketing relacional en la empresa Pet Shop Mascotihogar, Cajamarca 2020",
author = "Gonzales Carrasco, Liz Verónica",
publisher = "Universidad Privada del Norte",
year = "2021"
}
Brand management and Relational marketing has been affecting over the years in an increasingly competitive world in the Pet Shop category, it is clear that successful companies will be those that proactively satisfy the customer's need with a Creative value proposition, to achieve satisfaction of their requirements and needs, within this context is Pet Shop Mascotihogar in the City of Cajamarca. The research had the general objective of determining if brand management is related to relationship marketing in the company Pet Shop Mascotihogar, Cajamarca 2020. In addition, the Brand Management Level was analyzed, as well as the Relationship Marketing Level and finally the relationship between Brand Management with each dimension of the dependent variable. The applied research design is non-experimental - Descriptive cross-correlational and the method used is Deductive - Inductive. For data collection, a questionnaire was applied to a sample of 324 clients, data processing was performed in Microsoft Excel and Spss, for the verification of the final hypothesis, the Chi Square test and Pearson's correlation coefficient, which was confirmed that Brand Management has a direct and significant relationship with Relational Marketing in the company Pet Shop Mascotihogar, Cajamarca 2020. Finally, a solution proposal was developed, where the company is recommended specific strategies for each objective set, according to the lowest indicators according to results, to re-enhance the recognition, brand value and trust with the client, in the City of Cajamarca.
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