Public sector marketing and brand image of the Congress of the Republic of Peru

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The objective of this research is to determine how public sector marketing relates to the brand image of the Congress of the Republic among citizens in the district of La Victoria in 2022. An observational, correlational, cross-sectional study was used, with a sample of 384 citizens in the district...

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Detalles Bibliográficos
Autor: Benites Salas, Yolanda Liliana
Formato: artículo
Fecha de Publicación:2025
Institución:Universidad Nacional Mayor de San Marcos
Repositorio:Revistas - Universidad Nacional Mayor de San Marcos
Lenguaje:español
inglés
OAI Identifier:oai:revistasinvestigacion.unmsm.edu.pe:article/28224
Enlace del recurso:https://revistasinvestigacion.unmsm.edu.pe/index.php/administrativas/article/view/28224
Nivel de acceso:acceso abierto
Materia:marketing strategies
State
public management
estrategias de marketing
Estado
gestión pública
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spelling Public sector marketing and brand image of the Congress of the Republic of PeruEl marketing en el sector público e imagen de marca del Congreso de la República del Perú Benites Salas, Yolanda Liliana Benites Salas, Yolanda Lilianamarketing strategiesStatepublic managementestrategias de marketingEstadogestión públicaThe objective of this research is to determine how public sector marketing relates to the brand image of the Congress of the Republic among citizens in the district of La Victoria in 2022. An observational, correlational, cross-sectional study was used, with a sample of 384 citizens in the district of La Victoria, selected through non-probabilistic convenience sampling. Two Likert scale questionnaires were used to measure the study variables. The Spearman's Rho correlation test was used with a significance level of 0.05. The results showed a positive, moderate and significant correlation between public sector marketing and brand image (Rho = 0.578, p < 0.05). The relationship was stronger in the product and price dimensions, with values of Rho = 0.543 and Rho = 0.536, respectively. The promotion dimension obtained a Rho = 0.442 and the place dimension, a Rho = 0.309. In conclusion, public sector marketing, as well as each of its dimensions (product, price, place and promotion), is significantly related to the brand image of the Congress of the Republic among citizens in the district of La Victoria.El objetivo de esta investigación es determinar de qué manera el marketing, en el sector público, se relaciona con la imagen de marca del Congreso de la República en los ciudadanos del distrito de La Victoria, 2022. Como método, se empleó el estudio observacional, correlacional y de corte transversal, con una muestra de 384 ciudadanos del distrito de La Victoria, seleccionados mediante muestreo no probabilístico por conveniencia. Se aplicaron dos cuestionarios de tipo escala de Likert para medir las variables de estudio. Se utilizó la prueba correlacional Rho de Spearman con un nivel de significancia de 0.05. En torno a los resultados, se encontró una correlación positiva, moderada y significativa entre el marketing en el sector público y la imagen de marca (Rho = 0.578, p < 0.05), siendo esta relación más fuerte en las dimensiones de producto y precio, con valores de Rho = 0.543 y Rho = 0.536, respectivamente; mientras que en la dimensión promoción se obtuvo un Rho = 0.442 y en la de lugar un Rho = 0.309. Como conclusión, el marketing en el sector público, así como cada una de sus dimensiones (producto, precio, lugar y promoción), se relacionan de manera significativa con la imagen de marca del Congreso de la República en los ciudadanos del distrito de La Victoria.Universidad Nacional Mayor de San Marcos, Facultad de Ciencias Administrativas2025-06-13info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://revistasinvestigacion.unmsm.edu.pe/index.php/administrativas/article/view/2822410.15381/gtm.v28i55.28224Gestión en el Tercer Milenio; Vol. 28 No. 55 (2025); 265-289Gestión en el Tercer Milenio; Vol. 28 Núm. 55 (2025); 265-2891728-29691560-908110.15381/gtm.v28i55reponame:Revistas - Universidad Nacional Mayor de San Marcosinstname:Universidad Nacional Mayor de San Marcosinstacron:UNMSMspaenghttps://revistasinvestigacion.unmsm.edu.pe/index.php/administrativas/article/view/28224/22423https://revistasinvestigacion.unmsm.edu.pe/index.php/administrativas/article/view/28224/22424Derechos de autor 2025 Yolanda Liliana Benites Salashttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessoai:revistasinvestigacion.unmsm.edu.pe:article/282242025-07-19T00:22:37Z
dc.title.none.fl_str_mv Public sector marketing and brand image of the Congress of the Republic of Peru
El marketing en el sector público e imagen de marca del Congreso de la República del Perú
title Public sector marketing and brand image of the Congress of the Republic of Peru
spellingShingle Public sector marketing and brand image of the Congress of the Republic of Peru
Benites Salas, Yolanda Liliana
marketing strategies
State
public management
estrategias de marketing
Estado
gestión pública
title_short Public sector marketing and brand image of the Congress of the Republic of Peru
title_full Public sector marketing and brand image of the Congress of the Republic of Peru
title_fullStr Public sector marketing and brand image of the Congress of the Republic of Peru
title_full_unstemmed Public sector marketing and brand image of the Congress of the Republic of Peru
title_sort Public sector marketing and brand image of the Congress of the Republic of Peru
dc.creator.none.fl_str_mv Benites Salas, Yolanda Liliana
Benites Salas, Yolanda Liliana
author Benites Salas, Yolanda Liliana
author_facet Benites Salas, Yolanda Liliana
author_role author
dc.subject.none.fl_str_mv marketing strategies
State
public management
estrategias de marketing
Estado
gestión pública
topic marketing strategies
State
public management
estrategias de marketing
Estado
gestión pública
description The objective of this research is to determine how public sector marketing relates to the brand image of the Congress of the Republic among citizens in the district of La Victoria in 2022. An observational, correlational, cross-sectional study was used, with a sample of 384 citizens in the district of La Victoria, selected through non-probabilistic convenience sampling. Two Likert scale questionnaires were used to measure the study variables. The Spearman's Rho correlation test was used with a significance level of 0.05. The results showed a positive, moderate and significant correlation between public sector marketing and brand image (Rho = 0.578, p < 0.05). The relationship was stronger in the product and price dimensions, with values of Rho = 0.543 and Rho = 0.536, respectively. The promotion dimension obtained a Rho = 0.442 and the place dimension, a Rho = 0.309. In conclusion, public sector marketing, as well as each of its dimensions (product, price, place and promotion), is significantly related to the brand image of the Congress of the Republic among citizens in the district of La Victoria.
publishDate 2025
dc.date.none.fl_str_mv 2025-06-13
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv https://revistasinvestigacion.unmsm.edu.pe/index.php/administrativas/article/view/28224
10.15381/gtm.v28i55.28224
url https://revistasinvestigacion.unmsm.edu.pe/index.php/administrativas/article/view/28224
identifier_str_mv 10.15381/gtm.v28i55.28224
dc.language.none.fl_str_mv spa
eng
language spa
eng
dc.relation.none.fl_str_mv https://revistasinvestigacion.unmsm.edu.pe/index.php/administrativas/article/view/28224/22423
https://revistasinvestigacion.unmsm.edu.pe/index.php/administrativas/article/view/28224/22424
dc.rights.none.fl_str_mv Derechos de autor 2025 Yolanda Liliana Benites Salas
http://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Derechos de autor 2025 Yolanda Liliana Benites Salas
http://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Universidad Nacional Mayor de San Marcos, Facultad de Ciencias Administrativas
publisher.none.fl_str_mv Universidad Nacional Mayor de San Marcos, Facultad de Ciencias Administrativas
dc.source.none.fl_str_mv Gestión en el Tercer Milenio; Vol. 28 No. 55 (2025); 265-289
Gestión en el Tercer Milenio; Vol. 28 Núm. 55 (2025); 265-289
1728-2969
1560-9081
10.15381/gtm.v28i55
reponame:Revistas - Universidad Nacional Mayor de San Marcos
instname:Universidad Nacional Mayor de San Marcos
instacron:UNMSM
instname_str Universidad Nacional Mayor de San Marcos
instacron_str UNMSM
institution UNMSM
reponame_str Revistas - Universidad Nacional Mayor de San Marcos
collection Revistas - Universidad Nacional Mayor de San Marcos
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 13.926692
Public sector marketing and brand image of the Congress of the Republic of Peru
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