Browsing by Author "Barrionuevo López, María Belén"

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    El branding corporativo como identidad en el estudio del comportamiento del consumidor en el sector textil del Cantón Ambato
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2018-06) Barrionuevo López, María Belén; Jiménez Silva, Walter Ramiro
    The companies of the textile sector of Canton Ambato producing underwear with national recognition, for which they have shown that they have quality products, renewed designs, with accessibility of acquisition, distribution and adequate commercialization. For this reason the present research work analyzed that the recognition of branding by consumers is essential for the positioning of branding, that is why it was identified the need to design positioning strategies of corporate branding for companies in the textile sector. In order to obtain the data of the research, the survey was used as a tool for collecting information, in which it was possible to obtain actual and current results of currently active consumers between 20 and 60 years old, with questions of the dependent variable, which is the behavior of the consumer and the independent variable that is the corporate branding, managing to know the needs and failures of the companies. Therefore, the proposal is established to design branding positioning strategies, since when buying a product from the textile sector, this affects its consumer behavior, it has, found different brand preferences due to quality and price.