Desarrollo de marca corporativa para mejorar la competitividad de la corporación Diomar S.A.C. centro comercial Albarracín Trujillo, 2019

• Autor: Castillo Tuestas, Manuel Edinzo
• Formato: tesis de grado
• Fecha de Publicación: 2020
• Institución: Universidad Nacional de Trujillo
• Repositorio: UNITRU-Tesis
• Lenguaje: español
• OAI Identifier: oai:dspace.unitru.edu.pe:20.500.14414/17888
• Enlace del recurso: https://hdl.handle.net/20.500.14414/17888
• Nivel de acceso: acceso abierto
• Materia: Marca corporativa; Identidad de marca; Competitividad; Participación de mercado

The purpose of this thesis was to determine how the development of the corporate brand improves the competitiveness of the Diomar Corporation S.A.C. Albarracín Trujillo Shopping Center, 2019; whose research problem was, how can the development of a corporate brand improve the competitiveness of Corporación Diomar S.A.C. Albarracín Trujillo Shopping Center, 2019? The research design used was non-experimental, of a transectional design, of a causal correlational type; the study population was a total of 4907 clients from all the companies under study, with the respective sample of 356 clients. The data collection techniques used are the survey, interview, and observation; whose respective instruments were the questionnaire, interview guide, and observation guide. Among the main results, it was found that both the corporate brand and the competitiveness of the Diomar Corporation are located at a good level compared to its competition, which are located at the regular level; However, despite this, the company has weaknesses that must be rectified, such as having a brand that shows the company's identity and personality. The main conclusion was that there was a positive and significant relationship between the study variables, since the Pearson's correlation coefficient is 0.837, and the level of significance is 0.00, which means that the greater the effectiveness in brand development, higher level of competitiveness. Therefore, developing a corporate brand positively and significantly improves the business competitiveness of Diomar S.A.C.