Scientific communication of Dr. Fondevila, Dr. Rom and Suriñach on brand positioning and consumer perception
“Digital communication: Brand positioning and consumer perception in purchase and consumption” is the scientific communication of Dr. Joan Francesc Fondevila Gascón, Dr. Josep Rom Rodríguez and Nina Suriñach in the VI International Congress of the AE-IC, “Communication and Knowledge”, carried out in Salamanca from June 26 to 29, 2018 and organized by the University of Salamanca.
In the communication, by means of an experimental quantitative methodology, factors of perception are analyzed when consuming products, and it is concluded that elements such as music stimulate a better perception and more probability of consumer purchase.
The research corresponds to the Research Group on Digital Journalism and Marketing and Broadband and the Research Group on Innovative Monetization Systems of Digital Journalism, Marketing and Tourism (SIMPED), from CECABLE, Pompeu Fabra University, Mediterrani University School of Universitat de Girona, Blanquerna-Universitat Ramon Llull and Universitat Autònoma de Barcelona, of which Dr. Joan Francesc Fondevila Gascón is the principal investigator, and the URL of the GRECC Group.
