Neuromarketing como herramienta para el posicionamiento de una marca
DOI:
https://doi.org/10.58763/rc2025361Palabras clave:
consumidor, marca, marketing, sociología culturalResumen
La presente investigación tuvo como propósito analizar las perspectivas compartidas sobre el neuromarketing como herramienta para el posicionamiento de marca. Se fundamentó bajo una investigación cualitativa sociológica, de diseño fenomenológico amparado y un enfoque inductivo. Asimismo, se abordó la hermenéutica para interpretar las entrevistas semiestructuradas realizadas a 7 participantes del estudio, que fueron procesadas por medio del software ATLAS.ti. Los resultados indican que, en el entorno dinámico del marketing actual, comprender al consumidor se ha convertido en un desafío crucial para las empresas. Como tendencia, el neuromarketing emergió, según los participantes, como una herramienta invaluable para desentrañar las emociones, motivaciones y decisiones de compra de los consumidores. Además, se costató que, para los participantes, el neuromarketing permite a los negocios desarrollar estrategias más efectivas y personalizadas. Se concluye que, a diferencia del marketing tradicional, que se limita a promover la marca y medir resultados, el neuromarketing ahonda en los procesos cerebrales que determinan la decisión final de compra
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Derechos de autor 2025 Tania Yasmina Copaja Arocutipa, Brenda Shumny Condori Ccosi, Rafael Romero-Carazas
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
Este artículo se distribuye bajo la licencia Creative CommonsReconocimiento-NoComercial-CompartirIgual 4.0 Internacional. A menos que se indique lo contrario, el material publicado asociado se distribuye bajo la misma licencia.