English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Tools annual

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools monthly

Global: Zendy Plus monthly

Presents the access of premium content as premium feature

Premium Content

Global: Zendy Plus annual

Global: Zendy Free Plan

La percepcion de marca es la forma de asegurar que los consumidores reciben la informacion que queremos transmitir, basada en nuestra estrategia de marketing. Pero hay que entender si las caracteristicas sociodemograficas son un elemento por el cual las personas pertenecientes a los diferentes grupos de poblacion perciben la marca de forma diferente, lo que justificaria la utilizacion de estrategias de marketing diversificadas para cada uno de estos grupos. Esto esta de acuerdo con el cambio de paradigma que se esta produciendo en el campo del marketing, en el que el target (los usuarios de servicios deportivos) ya no es suficiente para dirigir la estrategia debido a que es muy generico, sino que lo que tenemos que hacer es identificar dentro de ese target a nuestro buyer , nuestro perfil de comprador ideal en funcion de diferentes caracteristicas especificas. Este buyer persona es diferente del resto y por tanto requiere estrategias de marketing individualizadas para llegar a ellos de manera mas efectiva. El objetivo de esta investigacion es analizar la percepcion de marca de los usuarios de un servicio deportivo publico, para luego realizar un analisis comparativo basado en las caracteristicas sociodemograficas de los usuarios con la intencion de saber que perfiles de usuarios perciben las variables de marca de forma diferente, lo que estaria sugiriendo la aplicacion de diferentes estrategias de marca adaptadas a cada uno de ellos. Abstract. Brand perception is the way to ensure that consumers receive the information we want to convey, based on our marketing strategy. However, we have to understand whether sociodemographic characteristics are an element by which people belonging to different population groups perceive the brand differently, which would justify the use of diversified marketing strategies for each of these groups. This agrees with the paradigm shift that is taking place in the field of marketing, in which having a target (users of sports services) is no longer sufficient for directing a marketing strategy due to the fact that such target is too generic; instead, we have to identify our buyer within that target, and our ideal buyer profile based on different specific characteristics. This person buyer is different from the rest and therefore individualized marketing strategies are required to reach them more effectively. The aim of this research is to analyse the brand perception of users of a public sports service, and then make a comparative analysis based on their socio-demographic characteristics, with the intention of knowing which user profiles perceive brand variables differently, which would suggest the application of different brand strategies adapted to each of them.

retos digital/retos

Análisis sociodemográfico de la percepción de marca en un servicio deportivo público: del target al buyer persona (Sociodemographic analysis of brand perception in a public sports service: from target to person buyer)