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Also according to Tho D. Nguyen, Nigel J. Barrett, and Kenneth E. Miller as mentioned in Literature Review, they emphasized that one the key determinants to brand loyalty was Quality. They have further gone to state that there is even a positive relationship between Quality and brand awareness. Brand awareness helps the brand to build to Brand Loyalty Price Quality Products
62 carter to a large set of population thereby increasing their loyalty. The same fact has been found in the research too. Quality is one the key point for the respondents for being brand loyal to Zara inspite of tough competition and the general inflations which goes on. Thus the null hypothesis (Ho= Companies attributes like pricing and product offerings make consumers brand loyal) is True.The third hypothesis is stated below: Hypothesis 4: Ho = Store managers’ leadership skills enhances store and brand loyaltyof consumers. Ha= Store managers’ leadership skills does not enhance store and brand loyalty of consumers.“We are fashion business –not clothing. Our customers buy our products because they like it –not because they are Zara.”–By Marketing Executive, Zara The executive here is trying to point out to the fact that consumers buy clothes from Zara because of its high Quality and Affordability and not because it belongs to the brand Zara. This a strong point to consider when we talk about Brand Loyalty. The company earns it because of its products and no other incentive can really make a consumer brand loyal. However, according to Keaveney (2011) there is no such thing as Brand Loyalty for consumers will always find something else to buy from. He states that such customers should be termed as ‘Disloyal’. However, the first hand research below do show some results which helps to know customers do remain loyal It is often said “Leadership can either make or break a Brand”, and it stands true to Zara too. Just like the above quote by Zara it helps us to know that they are proud of their products and flaunt the immense customer popularity they get from their customers. The interview with the store managers helped the researcher to understand the importance of leadership in brand management.
63 Role of Leadership in Brand Management –The managers helped the researcher in finding three crucial points which according to them helped Zara beat its competitors. These points helped Zara in distinguishing itself from others competitors. The managers were of the opinion: 1. Zara is able to enjoy a healthy market share because of its Exceptional Managers at store. They make it a point to see that the feedback that they get from customers do reach the company on time. Also as per an article in the Literature Review it is seen that Zara holds up its 60% of production, and processes it only after receiving the feedback. This helps them in reducing their Dead Stock and faster production of the popular trends 2. The second most important factor that helps Zara enjoy a better market position is because of its ability to resolve the