EURO 2025 Leeds
Abstract Submission

879. The impact of online promotional tools on brand image in the Qatari fashion industry

Invited abstract in session WC-61: Behavioural studies in cognate domains 2, stream Behavioural OR.

Wednesday, 12:30-14:00
Room: Maurice Keyworth G.31

Authors (first author is the speaker)

1. Dr Dewan Md Zahurul Islam
Business School, Northumbria University

Abstract

This paper examines impact of online promotional tools on brand image in the Qatari fashion industry. This study aims to understand how each type of promotion, monetary and non-monetary, influences consumer emotions and attitudes and whether there is a relation between societal influences and purchasing decisions. This research investigates the relationship between online promotions and brand image from the consumer’s point of view. According to several studies, brand image can be manifested through consumers' emotions (Agmeka et al. 2019), attitudes (Chowdhury, 2021), and societal influences (Rincón et al., 2020). To understand the influence of online promotions on brand image, seven hypotheses were developed to test emotions, attitudes, and societal influences consumers generate when viewing online promotions. A quantitative methodology was employed in this research. An online questionnaire was drafted, pilot-tested, and finalised and then data were collected in summer 2024, and received a total of 104 valid responses from participants residing in Qatar. Data was analyzed using SPSS to test seven hypotheses developed through in-depth literature reviews. The study finds that monetary promotions significantly influence positive consumer emotions, creating excitement and a perception of high savings, which enhances brand image. Non-monetary promotions are less effective and sometimes generate feelings of low quality and value, especially when applied frequently.

Keywords

Status: accepted

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