Research: Brand Image, Advertising, and Customer Loyalty at ZARA

This presentation explores the impact of brand image and advertising on customer loyalty, using ZARA as a case study. It aims to identify how brand image and advertising affect consumer loyalty by studying the importance of brand image and advertisement, finding out the effect of brand and promotional activities in gaining customer's loyalty, and determining the factors that break the consumer's trust from the organization. The presentation includes themes focusing on customer regularity, trust in products, purchasing considerations based on brand image, the influence of brand image on user loyalty, and the impact of promotional activities. The conclusion summarizes that brand image significantly influences consumer perception and buying behavior, supporting the maximization of company sales. The presentation references academic works related to service quality, perceived value, corporate image, and retail brand personality.

RESEARCH PROJECT
“ To identify the impact of
brand image and advertising
on customer loyalty: A case
study on ZARA”

Cover content
• Introduction
• Aims and objectives
• Theme 1
• Theme 2
• Theme 3
• Theme 4
• Theme 5
• Conclusion
• References

Introduction
In this presentation learner should get aware about the
effectiveness of brand image in maximizing company sales.
Additionally, highlights methods of seeking attention of distinct
customers.

Aims and objectives
Aims: to identify the impact of brand image and advertising on
consumer loyalty: a case study on ZARA.
Objectives:-
• To study about importance of brand image and advertisement
• To find out the affect of brand and promotional activities in
gaining customer's loyalty
• To determine the factors that break the consumer's trust from
organisation.

Theme 1 : Regular customer of ZARA
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Theme 2 : Trust on products or services offered
by ZARA
Yes No
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Theme 3 : Purchasing of goods by
consideration of brand image
Yes No
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Column B

Theme 4 : Influence of brand image on loyalty
of users
Yes No
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Column B

Theme 5 : Impact of promotional activities in
attaining trust of consumers
Yes No
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16 15
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Column B

Conclusion
From the above presentation it has been summarized that image
of brand have a greater influence on consumer perception
because it affects their buying behaviour Along with this,
supports an association in maximizing their company sales.

References
Wang, C.Y., 2010. Service quality, perceived value, corporate image,
and customer loyalty in the context of varying levels of switching
costs. Psychology & Marketing. 27(3). pp.252-262.
Das, G., 2014. Impacts of retail brand personality and self-congruity on
store loyalty: the moderating role of gender. Journal of Retailing
and Consumer services. 21(2). pp.130-138.

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