Brand Attachment and Agile Marketing

Abstract

This research seeks to understand the impact of the pandemic on online sales of sports brands and their relationship with consumers. The results obtained showed that the brands adapted to the pandemic period, they managed to preserve and even strengthen the relationship and communication with their consumers due to their online platforms, in which their sports products were found due to the high demand during the pandemic, especially in the period of confinement. In addition to realizing the importance of contact with companies during the period of confinement, which helped maintain the connection and loyalty between brand and consumer. The present study represents an important contribution regarding digital and agile marketing and the importance of the relationship between brand-consumer, namely the consumer's attachment to the brand.

Exploring Consumer Behavior and Brand Management in the Automotive Sector: Insights from a Digital and Territorial Perspective

“…Several researchers have concluded that brand love is positively influenced by brand attachment (Hadi and Ahmed 2018;Ghorbanzadeh and Rahehagh 2020;Gumparthi and Patr 2020;Japutra et al 2018;Vieira and Sousa 2020). This is due to the fact that brand attachment is seen by many authors as an antecedent of brand love (Gumparthi and Patr 2020;Japutra et al 2018;Roy et al 2016;Cardoso and Sousa 2020;Reis et al 2023). The relationship of attachment and love for the brand can be compared to an interpersonal relationship.…”

The role of brand attachment during the pandemic period: sports brands

“…Com isto o mercado se viu obrigado a se adaptar a atual situação de acordo com o novo estilo de vida imposto a seus consumidores. Para suprir a necessidade de compras, a internet foi o meio mais usado para todos os tipos de consumo e consumidores (Reis et al, 2023).…”