El impacto del marketing emocional en la decisión de compra y lealtad en procesos de matrícula escolar

Emotional marketing offers a new range of strategies that differ from traditional marketing. The traditional media we are familiar with has proven to be an outdated tool when it comes to communicating the attributes of something intangible, such as a service. For this reason, a study was conducted within a bilingual institution that offers an intangible service and strives to position itself in the top of heart and top of mind of parents who show interest in its service. The study exposed them to various emotional marketing strategies, providing a clear indicator of which variables or constructs within these strategies resonate the most in the minds and perceptions of consumers in order to make a purchasing decision. The general objective of this project is to analyze the relationship between exposure to emotional marketing strategies as an effective communicator of service attributes, leading to initial purchase and repurchase. This is done through the mediating variables of trust, prestige, identity, and loyalty. The methodology used was linear regression, based on the results of a survey regarding independent variables, applied to 250 parents exposed to emotional marketing strategies. For data analysis, SPSS software version 27 was used. The results and their coefficients pointed out that the variables with a significant effect on the dependent variable, the purchase decision, are trust and brand identity. This allows us to conclude that these two constructs are essential within emotional marketing strategies and that strengthening them is crucial for purchase decisions. Furthermore, the results suggest that other subgroups of variables may have a direct influence on the dependent variables, providing a new possibility for future studies

• Autores: Maury Ahumada, Melissa María
• Fecha de publicación: 2024
• Institución: Corporación Universidad de la Costa
• Repositorio: REDICUC - Repositorio CUC
• Idioma: spa
• OAI Identifier: oai:repositorio.cuc.edu.co:11323/13848
• Acceso en línea: https://hdl.handle.net/11323/13848; https://repositorio.cuc.edu.co/
• Palabra clave: Emotional; Marketing; Purchase; Loyalty; Trust; Prestige; Emocional; Compra; Lealtad; Confianza; Prestigio
• Rights: openAccess
• License: Atribución-NoComercial-CompartirIgual 4.0 Internacional (CC BY-NC-SA 4.0)