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Cabrera, A., (2024). Marketing digital y el posicionamiento de marca de la Empresa Marathon Sports S.A. del Real Plaza Cusco, 2023 [Universidad Andina del Cusco]. https://hdl.handle.net/20.500.12557/6472
Cabrera, A., Marketing digital y el posicionamiento de marca de la Empresa Marathon Sports S.A. del Real Plaza Cusco, 2023 []. PE: Universidad Andina del Cusco; 2024. https://hdl.handle.net/20.500.12557/6472
@misc{sunedu/3662625,
title = "Marketing digital y el posicionamiento de marca de la Empresa Marathon Sports S.A. del Real Plaza Cusco, 2023",
author = "Cabrera Concha, Anggie Allison",
publisher = "Universidad Andina del Cusco",
year = "2024"
}
Title: Marketing digital y el posicionamiento de marca de la Empresa Marathon Sports S.A. del Real Plaza Cusco, 2023
Authors(s): Cabrera Concha, Anggie Allison
Advisor(s): Morante Rios, Edward Anibal
Keywords: Marketing digital; Posicionamiento de marca
OCDE field: https://purl.org/pe-repo/ocde/ford#5.02.04
Issue Date: 8-Mar-2024
Institution: Universidad Andina del Cusco
Abstract: La investigación se propuso analizar la relación existente entre el marketing
digital y el posicionamiento de marca de Marathon Sports S.A. en el Real Plaza Cusco
durante el año 2023. Utilizando un enfoque cuantitativo y un diseño no experimental
transversal, se consideró una población infinita, seleccionando una muestra de 96 clientes.
La confiabilidad de los instrumentos se evaluó mediante el alfa de Cronbach, obteniendo
altos valores de 0.982 para el marketing digital y 0.978 para el posicionamiento de marca.
Los resultados indicaron una relación significativa entre ambas variables, respaldada por
un chi cuadrado de 0.00 (p < 0.05) y una correlación positiva muy fuerte, donde el Rho
de Spearman es 0.895. En este escenario, se destaca que el 34.4% de los clientes presenta
una percepción considerada como "regular" respecto al marketing digital. Esta
evaluación, en consonancia con los resultados obtenidos, indica que la estrategia de
marketing digital implementada por Marathon Sports S.A. en el Real Plaza Cusco durante
el año 2023 no alcanza los estándares óptimos para una parte significativa de la clientela.
Esta percepción regular se traduce en una afectación similar en el posicionamiento de la
marca en el mercado.
ABSTRACT The research aimed to analyze the existing relationship between digital marketing and brand positioning of Marathon Sports S.A. in Real Plaza Cusco during the year 2023. Employing a quantitative approach and a non-experimental cross-sectional design, an infinite population was considered, with a sample of 96 customers selected. The reliability of the instruments was assessed using Cronbach's alpha, obtaining high values of 0.982 for digital marketing and 0.978 for brand positioning. The results indicated a significant relationship between both variables, supported by a chi-square of 0.00 (p < 0.05) and a Spearman's Rho correlation of 0.895. In this context, it is noteworthy that 34.4% of customers perceive digital marketing as "regular." This assessment, in line with the obtained results, suggests that the digital marketing strategy implemented by Marathon Sports S.A. in Real Plaza Cusco during 2023 does not meet optimal standards for a significant portion of the clientele. This regular perception translates into a similar impact on brand positioning in the market.
ABSTRACT The research aimed to analyze the existing relationship between digital marketing and brand positioning of Marathon Sports S.A. in Real Plaza Cusco during the year 2023. Employing a quantitative approach and a non-experimental cross-sectional design, an infinite population was considered, with a sample of 96 customers selected. The reliability of the instruments was assessed using Cronbach's alpha, obtaining high values of 0.982 for digital marketing and 0.978 for brand positioning. The results indicated a significant relationship between both variables, supported by a chi-square of 0.00 (p < 0.05) and a Spearman's Rho correlation of 0.895. In this context, it is noteworthy that 34.4% of customers perceive digital marketing as "regular." This assessment, in line with the obtained results, suggests that the digital marketing strategy implemented by Marathon Sports S.A. in Real Plaza Cusco during 2023 does not meet optimal standards for a significant portion of the clientele. This regular perception translates into a similar impact on brand positioning in the market.
Link to repository: https://hdl.handle.net/20.500.12557/6472
Note: Gestión de Negocios Internacionales
Discipline: Administración de Negocios Internacionales
Grade or title grantor: Universidad Andina del Cusco. Facultad de Ciencias Económicas, Administrativas y Contables
Grade or title: Licenciada en Administración de Negocios Internacionales
Juror: Humpire Castro, Roy Andy; Valencia Vila, Jose Luis; Vizcarra Mejía, Eddy; Callañaupa Pumayali, Jacki Nerry
Register date: 5-Jun-2024; 5-Jun-2024
This item is licensed under a Creative Commons License