Correlation between brand Identity and brand Image : Study of Zara in China
Lemmi Gonzalez, Dominique (2015)
Haaga-Helia ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015111516478
https://urn.fi/URN:NBN:fi:amk-2015111516478
Tiivistelmä
This study focuses on the Spanish global fast fashion retailer Zara, Inditex Group. The purpose of the study is to analyse how well Zara’s brand identity is aligned with its brand image in China.
The thesis consists of a theoretical section and an empirical section. The theoretical section covers the concepts that support a better understanding of the findings. The empirical section consists of quantitative research. The research questionnaire was designed based on Keller’s Brand Equity Pyramid. In order to understand how the brand image is perceived by Chinese consumers, an online survey using a sample size of 220 Chinese consumers residing in China was carried out.
The findings reveal that the overall brand image of Zara in China is well percieved. The study, however, also indicates that quality and price associations impact the image of the brand, creating a misalignment between brand identity and brand image. The misalignment is present in the aspect of the perceived relationship of the brand.
The thesis consists of a theoretical section and an empirical section. The theoretical section covers the concepts that support a better understanding of the findings. The empirical section consists of quantitative research. The research questionnaire was designed based on Keller’s Brand Equity Pyramid. In order to understand how the brand image is perceived by Chinese consumers, an online survey using a sample size of 220 Chinese consumers residing in China was carried out.
The findings reveal that the overall brand image of Zara in China is well percieved. The study, however, also indicates that quality and price associations impact the image of the brand, creating a misalignment between brand identity and brand image. The misalignment is present in the aspect of the perceived relationship of the brand.