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Influencia de los criterios de marca en las estrategias de marketing experiencial en el posicionamiento de las marcas iPhone y Samsung del sector de telefonía móvil en los estudiantes de la facultad de salud de la Universidad Santiago de Cali
(Universidad Santiago de Cali, 2019) Camayo Abella, María Paula; Riascos Díaz, Nathalia; Álvarez Carmona, Marisol; Vargas Muñoz, Luz Ángela
According to Bernd Schmitt (1999) experiential marketing has as its main objective to establish emotional connections between brands and consumers through their experiences. The work identifies from the theory the most relevant brand criteria for the execution of effective strategies of this type of marketing that positively influence the positioning of the brands in the market; specifically, a comparison is made between the degree of influence of the brand criteria immersed in the iPhone and Samsung experiential marketing strategies of the mobile telephony sector, adopting as a research object the students of the health faculty of the Santiago de Cali University. The results of the study evidenced that definition and cognition of the brand criteria inside of the experiential marketing strategies have been decisive in the positioning of both brands (Apple and Samsung) in the faculty health student’s of the Santiago de Cali University.