According to haigh 2009 recession period provides a

According to Haigh (2009), recession period provides a good platform for attracting
consumers towards the brands. During the period of recession, not only the demand
and price go down of well-established branded products, however, consumer’s
preferences is also subject to change and makes it more favorable to a brand to come
out with innovative offerings. Moreover, it also s uggests a change in brands’ existing
strategies to reach its consumer base. The author calls it the “Demand Drivers” which
are further classified as: functional, emotional and conduct. (Haigh, 2009). In case of
Zara, research shows that the merchandise available in Zara stores is considered to be
unique, holding a very few number of merchandise per design – putting the entire
collection available in the store on display (Ferdows, Lewis, and Machuca, 2003, Caro,
2011; Worstall, 2015). In addition, Zara’s str ategies includes the introduction of new
designs at regular intervals, its rapid production cababilities and lead time in production
allows Zara to analyse and predict future market trends (Caro, 2011; Worstall, 2015;
Laurent, 2003). Moreover, Zara has a strict about the due dates to place the order, as
they tend to avoid the perils of oversupply as most of the stock of Zara remains in the
store for less than a fortnight (Ferdows, Lewis, and Machuca, 2003; Caro, 2011;
Doonar, 2004).
2.3.3 Brand Image
Porter and Claycomb (1997) state that well-recoginised brand is an asset for the
organisation that possesses it. The authors claim that the impression of a brand
depends on the stores choice decisions and buyers behavior. They, also, claim that the
brand image has a direct impact of store image (Porter and Claycomb, 1997).
Martenson (2007) agrees, and adds that it is not just brand image and store image that
are related, loyalty to the brand also has an impact because of brand and store image.
The authors’ research states tha t brand image leads to customer satisfaction, which
leads to loyalty in the brand (Martenson, 2007). Brand Personality Congruity is a
phenomenon where the customer relates his/her own personality with the brand
personality (Jlanyad and Li Dick, 2012). The authors, also, state the attitude and loyalty

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for a brand are important factors that predict the behavior of a consumer of the brand
(Jianyad and Li Dick, 2007). According to Koubaa (2008), country of origin is one of the
factors that influences brand ima ge and loyalty. “the power of brand lies in the minds of
consumer and customers” (Koubaa cited Keller, 2008). Rindell and Iglesias (2014)
conducted a research based on understanding the composition of Brand Image. The
research conducted and the findings clearly state that time and context are the core
components of brand image. In addition, the authors, also, mentioned that it takes time
for a consumer to form an image of a product or service and these may also provide
with opportunities to connect with consumers (Rindell and Iglesias, 2014). In case of
Zara, “Zara” has an brand image of a cost leader in the market with a compromise in
quality of the merchandise (Caro, 2011).