Analysis of the brand management of CENAC Spanish School, in the city of Estelí,, Nicaragua, 2020

Authors

  • Joly Milieth Benavides Blandón Facultad Regional Multidisciplinaria, Estelí. UNAN-Managua/FAREM-Estelí, Nicaragua
  • Gabriela Margarita Navarro Sevilla Facultad Regional Multidisciplinaria, Estelí. UNAN-Managua/FAREM-Estelí, Nicaragua
  • Meyling Raquel Mendoza Del Castillo Facultad Regional Multidisciplinaria, Estelí. UNAN-Managua/FAREM-Estelí, Nicaragua
  • Angela Patricia Rodríguez Pérez Facultad Regional Multidisciplinaria, Estelí. UNAN-Managua/FAREM-Estelí, Nicaragua
  • Alberto Cayetano Sevilla Rizo Facultad Regional Multidisciplinaria, Estelí. UNAN-Managua/FAREM-Estelí, Nicaragua

DOI:

https://doi.org/10.5377/farem.v0i38.11948

Keywords:

Brand management, perception, service

Abstract

The development of this research was carried out with the purpose of analyzing the brand management of CENAC Spanish School, in the city of Estelí, 2020. Methodologically it was approached from the perspective of a mixed qualitative approach; it analyzes and links qualitative and quantitative data in the same study, according to the temporality, this is a cross-sectional study, due to its scope it is exploratory, and the type of sampling is non-probabilistic. The results indicate that the brand awareness of the institution is low, due to the derivations of the data collected, allowing to argue that the lack of publicity is the main factor that has caused that most users do not remember and/or identify the CENAC logo easily, adding its unattractiveness. In relation to brand loyalty, most users have been satisfied with the service received, the results and benefits perceived are positive, therefore it can be said that a customer-company relationship has been generated, with an intermediate degree of brand loyalty, identifying as main brand associations: personalized service and quality of service, showing that the service provided is well organized, adapting to the specifications of customers.

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References

Ferrell, O., & Hartline , M. (2012). Estrategia de marketing (Quinta ed.). D. F., Mèxico: Cengage Learning . Recuperado el 9 de Noviembre de 2020

Ferrell, O., & Hartline, M. (2012). Estrategia de marketing (Quinta ed.). D. F., Mexico: Cengage Learning Editores, S.A. de C.V. Recuperado el 5 de Mayo de 2020

Keller, K., & Kotler, P. (2012). Dirección de marketing (Decimocuarta ed.). México: PEARSON EDUCACIÓN. Recuperado el 10 de Noviembre de 2020

Lovelock, C., & Wirtz, J. (2009). Marketing de servicios. Personal, tecnología y estrategia. (Sexta ed.). México: PEARSON EDUCACIÓN. Recuperado el 10 de noviembre de 2020

Published

08-07-2021

How to Cite

Benavides Blandón, J. M., Navarro Sevilla, G. M., Mendoza Del Castillo, M. R., Rodríguez Pérez, A. P., & Sevilla Rizo, A. C. (2021). Analysis of the brand management of CENAC Spanish School, in the city of Estelí,, Nicaragua, 2020. Revista Científica Estelí, (38), 133–148. https://doi.org/10.5377/farem.v0i38.11948

Issue

Section

ECONOMIC SCIENCES

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