Impacto de la gestión de marca fast foods norteamericanos, en Arequipa, Perú

Abstract

This research analyzes the impact of brand management on North American fast food franchises in Arequipa, Peru, to determine how it contributes to the success of these businesses. The study, with a quantitative approach and a non-experimental, explanatory design, was conducted on a population of 24 North American fast food franchises in Metropolitan Arequipa. A survey validated through Cronbach’s Alpha coefficient (= 0.715) was used, addressing four main dimensions: know-how, establishment management, brand positioning, and brand value. The results show a significant relationship between brand management, know-how, and establishment administration, demonstrating that efficient brand management improves the positioning and value of franchises, increasing competitiveness and customer experience. This finding reaffirms the importance of branding as a key tool for business success in this sector.