Resumo

JARA CERNA, Katherine Solange; MIRANDA GUERRA, María del Pilar  e  CESPEDES ORTIZ, Cristhian Paul. Relationship between neuromarketing and brand positioning of a company in the retail sector. Universidad y Sociedad [online]. 2022, vol.14, n.1, pp. 554-563.  Epub 10-Fev-2022. ISSN 2218-3620.

This research was born as a result of understanding what are the real reasons that drive the brand positioning of said store, having as a general objective, determining the relationship between neuromarketing and brand positioning, a correlational research was used as a methodology, using the survey as a technique and the questionnaire as instruments. The results obtained show that, if there is a relationship between neuromarketing and brand positioning, resulting in a direct correlation in the inferential analysis where Spearman's Rho coefficient is equivalent to 0.770, in case there is a significant relationship between the neuromarketing variable and positioning. branded.

Palavras-chave : Neuromarketing; Brand positioning; retail.

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