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Imagen empresarial de la empresa "Automotriz Lara" ubicado en la ciudad de Vinces, durante el periodo 2022
| dc.contributor.advisor | Toscano Ruiz, Darwin Fabian | |
| dc.contributor.author | Figueroa Julio, Denisse Nicole | |
| dc.date.accessioned | 2023-05-15T16:42:35Z | |
| dc.date.available | 2023-05-15T16:42:35Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/13701 | |
| dc.description | Through the execution of the case study that is based on the business image of the company "Automotriz Lara" during the city of Vinces, located in the period 2022, it was possible to identify each of the elements that are related to identity, portrait and corporate branding, so that the business can influence the purchasing decisions made by customers, employees and the general public. The inductive method was applied to draw conclusions from conceptual frameworks related to corporate image, and a descriptive procedure was used to address the primary theoretical factors of the study. A survey was also applied to 135 random people, who were previously validated and measured with the LIKERT scale, resulting in an inadequate corporate image in the venture that therefore causes low profitability. Therefore, it is vital that businesses must efficiently develop each of the commercial and marketing characteristics based on logos, lifestyles, slogans, business portraits and solid financial, technological and human bases for a better market performance. | es_ES |
| dc.description | Through the execution of the case study that is based on the business image of the company "Automotriz Lara" during the city of Vinces, located in the period 2022, it was possible to identify each of the elements that are related to identity, portrait and corporate branding, so that the business can influence the purchasing decisions made by customers, employees and the general public. The inductive method was applied to draw conclusions from conceptual frameworks related to corporate image, and a descriptive procedure was used to address the primary theoretical factors of the study. A survey was also applied to 135 random people, who were previously validated and measured with the LIKERT scale, resulting in an inadequate corporate image in the venture that therefore causes low profitability. Therefore, it is vital that businesses must efficiently develop each of the commercial and marketing characteristics based on logos, lifestyles, slogans, business portraits and solid financial, technological and human bases for a better market performance. | es_ES |
| dc.description.abstract | A través de la ejecución del caso de estudio que se encuentra basado en la imagen empresarial de la empresa "Automotriz Lara" ubicado en la ciudad de Vinces, durante el periodo 2022, se pudo identificar cada uno de los elementos que se relacionan con la identidad, retrato y branding corporativo, de manera que el negocio pueda influir en las decisiones de compra que realizan los clientes, empleados y público en general. Se aplicó el método inductivo para extraer conclusiones a partir de marcos conceptuales relacionados con la imagen corporativa, y se utilizó un procedimiento descriptivo para abordar los factores teóricos primarios del estudio. También se aplicó una encuesta a 135 personas aleatorias, que fueron previamente validadas y medidas con la escala de LIKERT, dando como resultado una inadecuada imagen corporativa en el emprendimiento que por ende causa una baja rentabilidad. Por lo tanto, es vital que los negocios deben de desarrollar de una forma eficiente cada una de las características comerciales y del marketing basadas en los logotipos, estilos de vida, eslogan, retrato empresarial y bases sólidas tanto financieras, tecnológicas y humanas para un mejor desempeño en el mercado. | es_ES |
| dc.format.extent | 34 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo: UTB-FAFI. 2023 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Imagen | es_ES |
| dc.subject | Identidad | es_ES |
| dc.subject | Branding | es_ES |
| dc.subject | Estrategias | es_ES |
| dc.subject | Posicionamiento | es_ES |
| dc.title | Imagen empresarial de la empresa "Automotriz Lara" ubicado en la ciudad de Vinces, durante el periodo 2022 | es_ES |
| dc.type | bachelorThesis | es_ES |
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