The purpose of this article is to analyze how the strategic application of neuromarketing and its complements—experiential neuromarketing, gastronomic storytelling, and service design—contribute to brand building in the gastronomic sector. A conceptual model is proposed that links emotional, cognitive, and narrative processes with customer perception in culinary environments. The research was conducted using a theoretical-documentary approach, through a critical and comparative review of relevant academic sources. The approaches of key authors such as Ponce (2022), Rodríguez (2020), and Morales (2021) were integrated to identify how each component of gastronomic neuromarketing influences customer perception and loyalty in the culinary sector, to establish synergistic relationships between each complement and its impact on brand loyalty and positioning. The theoretical model allows for an integrated conceptualization of stimuli, emotions, narrative, and service design as strategic pillars of gastronomic branding. It was found that these strategies seek not only to attract customers, but also to generate a lasting emotional connection that fosters loyalty and strengthens market positioning. Likewise, the consistent implementation of neuromarketing and its complementary strategies in the gastronomic field can consolidate a distinctive brand perception, generating lasting links between customers and culinary offerings, which constitutes a theoretical basis that paves the way for empirical studies to validate the effectiveness of these practices in real contexts. It is concluded that gastronomic neuromarketing, when applied in an integrated manner with storytelling and service design, not only optimizes the customer experience but also reinforces brand identity. The study also opens the door to future empirical research to validate the effectiveness of these strategies in real-world contexts.
The purpose of this research was to determine the types of emotional salary in pharmaceutical companies in Maracaibo, Venezuela, focusing on key types such as flexible working hours, opportunities for professional growth and development, teleworking, and work environment. The study used a quantitative, descriptive, field-based, non-experimental approach using a cross-sectional design. The study population consisted of 20 employees from pharmacies in the primary commercial sector. A survey was used as the data collection technique, using a questionnaire. Data analysis was performed using quantitative absolute and relative frequency techniques, allowing for a detailed understanding of participants' perceptions and opinions. The findings revealed the existence of these types of emotional salary in pharmaceutical companies.
This descriptive documentary research study explored the application of Neuromarketing as a strategy for Microentrepreneurs, analyzing its potential to influence consumers' cognitive and emotional processes through various stimuli. The main objective was to determine the viability and relevance of Neuromarketing for the commercial development of Microentrepreneurs. The methodology employed the review and analysis of specialized literature, including scientific texts and articles by renowned authors in the field of Neuromarketing (Braidot, 2019; Lindstrom, 2020; Manzano et al., 2012; Pop et al., 2009). Among the main findings, it is highlighted that Neuromarketing is presented as a valuable and viable tool for micro entrepreneurs, with the potential to optimize their marketing strategies by understanding specific cognitive responses (recognition, memory, decision-making) and the processes involved (sensory perception, attention, memory, associations, emotions, communication). However, the research revealed an initial implementation phase, with a marked reliance on visual stimuli. It concludes that, while Neuromarketing offers significant benefits for business growth and customer loyalty, it is crucial for micro entrepreneurs to explore multisensory strategies, invest in specialized training, and access advanced technologies to innovate their offerings and differentiate themselves in a competitive market, thereby optimizing their marketing efforts to achieve sustainable growth.
La investigación en Ciencias Administrativas y Gerenciales atraviesa una etapa de reconfiguración profunda, marcada por la transformación digital, uso de nuevas tecnologías, así como la creciente centralidad de la sostenibilidad en las decisiones organizacionales. Esta dinámica alcanza de manera directa a la Revista CICAG, publicación electrónica, científica, arbitrada e indizada del Centro de Investigación de Ciencias Administrativas y Gerenciales de la Universidad Rafael Belloso Chacín (URBE), ubicada en la ciudad de Maracaibo, Estado Zulia, Venezuela.
The circular economy is a production and consumption model that maintains the usefulness of products over time, reducing waste that generates pollution. It constitutes a value for corporate sustainability. The objective of this study was to identify the relationship between internal social capital and green competencies with the circular economy in companies in the tourism sector through a structural equation model. Managers from 39 hotels and 106 restaurants in Mexico participated. Internal social capital was assessed in its cognitive, relational, and structural dimensions; green competencies were assessed through the dimensions of ecological knowledge, ecological skills, and green attitudes; and the circular economy variable was measured through the dimensions of green purchasing, internal environmental management, and return on investment. The results of the structural analysis showed a good fit for the model, demonstrating a strong influence of internal social capital on green competencies and a direct and positive relationship between these variables and the circular economy. It is concluded that it is necessary to build internal social capital oriented toward the development of green competencies to strengthen the circular economy model in organizations, as a value for preserving the environmental conditions required for survival on the planet.
