Document type
ArticleVersion
Published versionPublication date
Publication license
Please use this identifier to cite or link to this item: https://hdl.handle.net/2445/228467
Brand perception and the role of the point of sale in the experience of purchase: Case study
Journal Title
Director/Tutor
Journal ISSN
Volume Title
Related resource
Abstract
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.
Subject (English)
Citation
Collections
Citation
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: 15 of June of 2026]. Available at: https://hdl.handle.net/2445/228467