• Login
    View Item 
    •   DBS eSource Home
    • Masters Dissertations
    • Business & Management
    • View Item
    •   DBS eSource Home
    • Masters Dissertations
    • Business & Management
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Identification of ways in which brand image gets impacted due to online advertisements adopted by an organisation: a case study of Zara

    View/Open
    mba_humne_rd_2020.pdf (1.216Mb)
    Author
    Humne, Ritika Devpriy
    Date
    2020
    Degree
    MBA in Marketing
    URI
    https://esource.dbs.ie/handle/10788/4200
    Publisher
    Dublin Business School
    Rights holder
    http://esource.dbs.ie/copyright
    Rights
    Items in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.
    Metadata
    Show full item record
    Abstract
    The main aim of the research is to identify the ways in which the brand gets influenced due to the online advertisements of Zara. For analysing the objectives developed thereon, correlational design, positivism paradigm and deductive approach were used in the study. Online survey was conducted by making collecting information from 100 Zara customers from Ireland. These customers were selected using convenience sampling method. Quantitative research analysis was applied for performing statistical analysis on the data obtained. The results clearly indicated that except social media advertisements and video advertisements of Zara the other online advertisements, search engine advertisement, display advertisement, email advertisements and online advertisements using mobile applications did not have an influence over customers and nor did it attract the customers. Social media and video advertisements only some influenced the customers and some did not. All the online advertisements help in improving Zara’s brand image. All the online advertisements of the fashion retailer apart from email advertisements have an influence on customer purchase intention. Brand image perceived by the male and female customers do not vary. Customer purchase intention of Zara’s customers however, varies based on gender. It is being recommended for Zara to focus on online advertisements that would enable it to improve brand image and customer purchase intention.
    Collections
    • Business & Management

    Browse

    All of DBS eSourceCommunities & CollectionsBy Issue DateAuthorsSupervisorTitlesSubjectsThis CollectionBy Issue DateAuthorsSupervisorTitlesSubjects

    My Account

    LoginRegister

    Statistics

    View Usage Statistics

    DSpace software copyright © 2002-2023  DuraSpace
    Contact Us | Send Feedback
    DSpace Express is a service operated by 
    Atmire NV