Quais as estratégias de comunicação mais valorizadas pelos consumidores?

: o estudo de caso da Zara

Abstract

Nowadays, there is a special attention to technological advances and the growth of communication tools. The communication made by companies has faced several challenges to capture the attention of consumers. To help solve this problem, this study discusses which communication strategies are most valued by consumers. Although there is a vast literature on communication, its challenges and communication strategies are still underdeveloped. Thus, this research aims to answer three research questions: (Q1) What are the communication challenges? (Q2) What communication strategies are most valued by generations Y and Z? (Q3) What are the communication strategies most valued by Zara? For this purpose, a case study on Zara was carried out, using qualitative data to understand how this brand achieved a strong and valued image by consumers, eventually becoming a valuable brand throughout the world. This dissertation concludes that despite the challenges faced by communication, its strategies continue to have value and influence on consumers' purchase decisions.

Date of Award	3 Jul 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Filipa da Rocha de Castro e Côrte-Real (Supervisor)