Citas bibligráficas
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"
}
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.
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