Emocional branding aplication in the funeral sector marketing
Emotional branding awakens in the client the desire to believe and remain in a company because of the capacity to inspire, motivate and enjoy one or more products or services. However, what has been described is difficult to execute in the funeral sector of Ocaña given the economic activity that the...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Online |
| Language: | Spanish |
| Published: |
Universidad Francisco de Paula Santander
2018
|
| Subjects: | |
| Online Access: | https://revistas.ufps.edu.co/index.php/profundidad/article/view/2618 |
| Tags: |
No Tags, Be the first to tag this record!
|
| _version_ | 1868458528669171712 |
|---|---|
| author | Álvarez - Pérez, Danna Paola Pacheco - Sánchez , Carlos Alberto |
| author_browse | Pacheco - Sánchez , Carlos Alberto Álvarez - Pérez, Danna Paola |
| author_facet | Álvarez - Pérez, Danna Paola Pacheco - Sánchez , Carlos Alberto |
| author_sort | Álvarez - Pérez, Danna Paola |
| collection | DSPACE IDEP |
| description | Emotional branding awakens in the client the desire to believe and remain in a company because of the capacity to inspire, motivate and enjoy one or more products or services. However, what has been described is difficult to execute in the funeral sector of Ocaña given the economic activity that they carry out, which is why there is the possibility that these companies omit or do not design assertive branding strategies. Consequently, the aim was to find out about marketing actions through emotional branding in companies providing funeral services. For this purpose, a quantitative research was required in the funeral sector with a non-probabilistic sample, where the survey was applied to 5 entities belonging to the sector. As a result, it is deduced that in the funeral sector only 20% have knowledge about the term, but it is not achieved a correct applicability in the marketing processes. |
| first_indexed | 2026-06-19T15:28:30Z |
| format | Online |
| id | oai:revistas.ufps.edu.co:article-2618 |
| institution | IDEP |
| language | spa |
| last_indexed | 2026-06-19T15:28:30Z |
| publishDate | 2018 |
| publishDateRange | 2018 |
| publishDateSort | 2018 |
| publisher | Universidad Francisco de Paula Santander |
| publisherStr | Universidad Francisco de Paula Santander |
| record_format | ojs |
| spelling | oai:revistas.ufps.edu.co:article-26182023-09-25T21:54:50Z Emocional branding aplication in the funeral sector marketing Aplicación del branding emocional en el marketing del sector funerario Álvarez - Pérez, Danna Paola Pacheco - Sánchez , Carlos Alberto Branding Consumidor Estrategias de mercado Marketing Satisfacción Emotional branding awakens in the client the desire to believe and remain in a company because of the capacity to inspire, motivate and enjoy one or more products or services. However, what has been described is difficult to execute in the funeral sector of Ocaña given the economic activity that they carry out, which is why there is the possibility that these companies omit or do not design assertive branding strategies. Consequently, the aim was to find out about marketing actions through emotional branding in companies providing funeral services. For this purpose, a quantitative research was required in the funeral sector with a non-probabilistic sample, where the survey was applied to 5 entities belonging to the sector. As a result, it is deduced that in the funeral sector only 20% have knowledge about the term, but it is not achieved a correct applicability in the marketing processes. El Branding emocional permite que las empresas tengan un futuro prometedor, asegurando ventaja competitivas y crecimiento. En consecuencia, el objetivo fue conocer si aplican el mismo en las empresas prestadoras de servicio fúnebre teniendo en cuenta que para ello se debe analizar sus acciones y estrategias para asegurar la relación con el cliente. Por ende, se apropio una investigación de tipo cuantitativo en el sector funerario con una muestra objetiva de siete (7) Funerarias, donde se aplicó la técnica de la encuesta. Como resultado se deduce que en el sector funerario no aplican fuertemente el Branding, ya que existe desconocimiento. Universidad Francisco de Paula Santander 2018-01-01 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf text/html text/xml https://revistas.ufps.edu.co/index.php/profundidad/article/view/2618 10.22463/24221783.2618 Revista Científica Profundidad Construyendo Futuro; Vol. 8 No. 8 (2018): Enero-Junio; 16-21 Revista Científica Profundidad Construyendo Futuro; Vol. 8 Núm. 8 (2018): Enero-Junio; 16-21 2422-2518 spa https://revistas.ufps.edu.co/index.php/profundidad/article/view/2618/2803 https://revistas.ufps.edu.co/index.php/profundidad/article/view/2618/3682 https://revistas.ufps.edu.co/index.php/profundidad/article/view/2618/4362 /*ref*/Diario concepción. (27 de Julio de 2016). Obtenido de https://www.diarioconcepcion.cl/editoria l/2016/07/27/la-honestidad-segunsocrates.html /*ref*/Goleman , D. (1996). Inteligencia emocional .Kairós. /*ref*/Hernández Sampieri , R. (2006). Metodología de la investigación. Cuarta edición . Mc Graw Hill. /*ref*/Hernández Sampieri, R., Fernández Collado , J., & Baptista Lucio , P. (2006). En Metodología de la investigación . México: Mc Graw Hill. /*ref*/Kotler, P. (2012). Dirección de Marketing. México: Pearson. /*ref*/Nieves , G. (26 de Noviembre de 2018). Obtenido de https://www.postedin.com/blog/porque-el-marketing-en-las-empresas-estan-importante/ /*ref*/Porter , M. (1991). La ventaja competitiva de las naciones. Buenos Aires: Vergara. /*ref*/Porter , M. (2008). Las cinco fuerzas competitivas que le dan fuerza a la estrategia . /*ref*/Smith, C. (08 de Mayo de 2012 ). PuroMarketing. Obtenido de https://www.puromarketing.com/98/13002/frase-branding.html Derechos de autor 2020 Universidad Francisco de Paula Santander https://creativecommons.org/licenses/by-nc/4.0 |
| spellingShingle | Branding Consumidor Estrategias de mercado Marketing Satisfacción Álvarez - Pérez, Danna Paola Pacheco - Sánchez , Carlos Alberto Emocional branding aplication in the funeral sector marketing |
| title | Emocional branding aplication in the funeral sector marketing |
| title_alt | Aplicación del branding emocional en el marketing del sector funerario |
| title_full | Emocional branding aplication in the funeral sector marketing |
| title_fullStr | Emocional branding aplication in the funeral sector marketing |
| title_full_unstemmed | Emocional branding aplication in the funeral sector marketing |
| title_short | Emocional branding aplication in the funeral sector marketing |
| title_sort | emocional branding aplication in the funeral sector marketing |
| topic | Branding Consumidor Estrategias de mercado Marketing Satisfacción |
| topic_facet | Branding Consumidor Estrategias de mercado Marketing Satisfacción |
| url | https://revistas.ufps.edu.co/index.php/profundidad/article/view/2618 |
| work_keys_str_mv | AT alvarezperezdannapaola emocionalbrandingaplicationinthefuneralsectormarketing AT pachecosanchezcarlosalberto emocionalbrandingaplicationinthefuneralsectormarketing AT alvarezperezdannapaola aplicaciondelbrandingemocionalenelmarketingdelsectorfunerario AT pachecosanchezcarlosalberto aplicaciondelbrandingemocionalenelmarketingdelsectorfunerario |