Research Project on Impact of Brand Image and Advertising on Customer Loyalty : Case Study
Added on -2020-07-23
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RESEARCH PROJECT
Table of ContentsTASK 1: INTRODUCTION............................................................................................................11.1 Background of research.........................................................................................................11.2 Aim and objectives of research.............................................................................................11.3 Research questions................................................................................................................11.4 Significance of research........................................................................................................21.5 Scope of research..................................................................................................................21.6 Gantt Chart and Work break structure..................................................................................22.1 Introduction...........................................................................................................................32.2 Significance of brand image and promotional activity.........................................................32.3 Impact of brand management and advertisement on customer's loyalty...............................42.5 Techniques that helps in creating strong brand image.........................................................5TASK 3 – RESEARCH METHODOLOGY...................................................................................63.1 Introduction...........................................................................................................................63.2 Type of Methodology............................................................................................................63.2 Research design.....................................................................................................................63.3 Research approaches.............................................................................................................73.2 Data Sampling.......................................................................................................................73.3 Sources of data......................................................................................................................73.4 Limitations............................................................................................................................7TASK 4 – DATA ANALYSIS........................................................................................................84.1 Introduction...........................................................................................................................84.2 Interpretation of data with graphs and charts........................................................................9TASK 5 – CONCLUSION & RECOMMENDATION.................................................................125.1 Conclusion...........................................................................................................................125.2 Recommendation.................................................................................................................13TASK 6 – REFERENCES.............................................................................................................14
TITLE: “To identify the impact of brand image and advertising on customer loyalty: A casestudy on ZARA”.TASK 1: INTRODUCTION1.1 Background of researchThis is an important section of this project which highlights the reasons of carrying outinvestigation. The topic of this project is to show the impact of brand image and advertisement ofZARA on loyalty of customers. Apart from this, this also represents some of the questions thatmay emerge while doing this project. ZARA is known as a Galician fast fashion retailer which isbased in Arteixo, Galicia. It was developed by Amancio Ortega and Rosalia Mera (Das, 2014).It offers fashionable and designable clothes for all age group of people; either male or female. Inthis report, aims and objectives is also formulated to find out the need of conducting thisresearch. Apart from that, importance and scope of the investigation is also discussed in thissection. 1.2 Aim and objectives of researchThe primary motive of this research is to identify the impact of brand image andadvertising on customer loyalty: A case study on ZARA . In addition to this, there are someobjectives of this research which are mentioned as below:1.To study about importance of brand image and advertisement in context with ZARA.2.To find out the effect of brand and promotional activities in gaining customer's loyalty inZARA.3.Determining the techniques that help in building a strong brand image in ZARA .1.3 Research questionsThere are some questions that arise while doing this investigation which are stated asbelow:1.What is the importance of brand image and advertisement?2.Is there any impact of brand management and advertising on customer's loyalty?3.What are those factors that lead to break the trust of consumers from any venture?4.What are the techniques that help in creating a strong brand image?1
1.4 Significance of researchResearch report is very important as it offers intense and deep knowledge to the learnersabout the theme of project. The current report is made on the basis of influence of brand imageand promotional activity on clients' faithfulness (Wang, 2010). This is representing howbranding as well as advertising helps in gaining customer retention for a long period of time.Thus, this research would be helpful in future also as this provides ideas to ZARA and aids themin doing proper changes in their business so that they can maintaining good brand image for longtime period. 1.5 Scope of researchThis investigation is having a wider range of scope as different things are getting clearfrom this research. It shows why management of brand and advertisement is important forgaining user’s trust which is essential to be understood by ZARA so that they can use this in theirfirm. By this way, they can maintain a trustworthy relationship with their clients and earn hugeprofits constantly. 1.6 Gantt Chart and Work break structure2
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