Humanization of the brand and its impact on the purchase decision. Case: Tecnológico Universitario Espíritu Santo

Abstract

By establishing an emotional relationship with consumers, brands can promote trust, which gives them an important competitive advantage. The objective is to analyze the positioning of a brand according to consumers' perceptions. This objective responds to an outcome of the research project: Methodology for measuring positioning through multivariate analysis, for the development of brand equity: a business approach. In order to create marketing programs that help increase the rate of student recruitment at Tecnológico Universitario Espíritu Santo and focus its resources on the indicated segments, a qualitative type of research was used, with a multidimensional scaling model, with the Statistical Package for the Social Sciences (SPSS) program. The sample consisted of participants from the different studies selected for analysis, the techniques used were focus groups, a survey for data collection and a bibliographic review; the instrument used was the data collection form. The qualitative analysis highlights the relevance of sincerity, passion and extroversion as qualities that establish a positive relationship between individuals and brands, thus indicating a possible connection between customer loyalty and brand identity.