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

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.