<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2218-3620</journal-id>
<journal-title><![CDATA[Revista Universidad y Sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Universidad y Sociedad]]></abbrev-journal-title>
<issn>2218-3620</issn>
<publisher>
<publisher-name><![CDATA[Editorial "Universo Sur"]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2218-36202022000100554</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Relación entre el neuromarketing y el posicionamiento de marca de una empresa del sector retail]]></article-title>
<article-title xml:lang="en"><![CDATA[Relationship between neuromarketing and brand positioning of a company in the retail sector]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Jara Cerna]]></surname>
<given-names><![CDATA[Katherine Solange]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Miranda Guerra]]></surname>
<given-names><![CDATA[María del Pilar]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Céspedes Ortiz]]></surname>
<given-names><![CDATA[Cristhian Paul]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Privada del Norte  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Perú</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>02</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>02</month>
<year>2022</year>
</pub-date>
<volume>14</volume>
<numero>1</numero>
<fpage>554</fpage>
<lpage>563</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202022000100554&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202022000100554&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202022000100554&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN La presente investigación nace a raíz de entender cuáles son las verdaderas razones que impulsan al posicionamiento de marca de dicha tienda, teniendo como objetivo general, determinar la relación entre el neuromarketing y el posicionamiento de marca, se usó como metodología una investigación de tipo correlacional, utilizando como técnica la encuesta y como instrumentos el cuestionario. Los resultados obtenidos muestran que, si existe relación entre el neuromarketing y el posicionamiento de marca, teniendo como resultado en el análisis inferencial una correlación directa donde el coeficiente Rho de Spearman es equivalente a 0.770, por si existe relación significativa entre la variable neuromarketing y posicionamiento de marca.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT 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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Neuromarketing]]></kwd>
<kwd lng="es"><![CDATA[Posicionamiento de marca]]></kwd>
<kwd lng="es"><![CDATA[retail]]></kwd>
<kwd lng="en"><![CDATA[Neuromarketing]]></kwd>
<kwd lng="en"><![CDATA[Brand positioning]]></kwd>
<kwd lng="en"><![CDATA[retail]]></kwd>
</kwd-group>
</article-meta>
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