Amb motiu del tancament d'estiu, la validació de documents es reprendrà a partir del 28 d'agost de 2026. Disculpeu les molèsties.
Con motivo del cierre de verano, la validación de documentos se reanudará a partir del 28 de agosto de 2026. Disculpad las molestias
Due to the summer closure, document validation will resume starting August 28, 2026. We apologize for any inconvenience.

Fitxers

891247.pdf (170.85 KB)

Tipus de document

Article

Versió

Versió publicada

Data de publicació

2024-12-31

Llicència de publicació

cc-by (c) Universidad de Palermo, 2024
Si us plau utilitzeu sempre aquest identificador per citar o enllaçar aquest document: https://hdl.handle.net/2445/228467

Brand perception and the role of the point of sale in the experience of purchase: Case study

Títol de la revista

Autors

Director/Tutor

ISSN de la revista

Títol del volum

Recurs relacionat

https://doi.org/10.18682/cdc.vi248.11915

Resum

Brand perception and its application in the point of sale are innovative study objects. Relationship between them and possible effects are a focus of monetization and performance in the Broadband Society context. The well-known brand Zara tops the sales record of the multinational Inditex. This brand produces 70% of the sales of the whole group. Far from making use of traditional marketing, Zara turns out to be an expert brand in the application of sensory techniques, through the senses, and in creating an experience for consumers, as a buying impulse and especially treating the consumer as an emotional subject, connecting the consumer with the brand and promoting an emotional bond. These aspects are reflected in the points of sale of the brand, especially in the so-called Flagships or concept stores. Methodology is a case study, using a quantitative technique, using a survey. We analyze the brand’s Flagship stores, as a point of direct contact with the consumer, trying to understand the relationship between perception and of the brand by the public, with respect to these iconic stores. We conclude the main elements that help shape the perception of the brand in Flagships stores are the combination of colours, brightness, shop window and fragrance.

Matèries

Màrqueting de relacions, Serveis d'atenció al client, Promoció de vendes

Matèries (anglès)

Relationship marketing, Customer services, Sales promotion

Citació

Col·leccions

Articles publicats en revistes (Empresa)

Citació

FONDEVILA GASCÓN, Joan Francesc, et al. Brand perception and the role of the point of sale in the experience of purchase: Case study. Cuadernos el Centro de Estudios en Diseño y Comunicación. 2024. Vol. 27, num. 248, pags. 155-170. ISSN 1668-0227. [consulted: 4 of August of 2026]. Available at: https://hdl.handle.net/2445/228467

Exportar metadades

JSON - METS

Compartir registre