The influence of COVID-19 pandemic on consumer–brand relationships: evidence of brand evangelism behaviors

Sashittal, Hemant C.; Jassawalla, Avan R.; Sachdeva, Ruchika

doi:10.1057/s41262-022-00301-w

Cited by 9 publications

(5 citation statements)

References 125 publications

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“…The novelty of the results obtained is that they allowed selecting the most effective tools of managing the risks for business during the COVID-19 crisis: ( 1 4) freetrading (instead of protectionism-unlike Chacko 2023), (Mitrović and Mitrović 2023). We proved the ineffectiveness of such existing tools for the risk management of business, such as image abroad or branding (unlike Sashittal et al 2023;Siqueira Junior et al 2023) and the development of health infrastructure (unlike Muir et al 2023;Reynolds and Bennett 2023;Schwatka et al 2022).…”

Section: Discussionmentioning

confidence: 87%

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Business Risks in COVID-19 Crisis Dataset Modeling: Regulatory vs. Marketing Tools of Risk Management

Ergasheva,

Tillyakhodjaev,

Karrieva

et al. 2023

Risks

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The research aims to identify the most promising regulatory and marketing tools for business risk management in the COVID-19 crisis and develop recommendations for improving the practice of these tools from a post-pandemic perspective. This paper is devoted to the scientific search for answers to two research questions: RQ1: What tactical tools of business risk management are most effective in the COVID-19 crisis? RQ2: How to carry out strategic risk management of the business from a post-COVID perspective? The authors perform dataset modeling of business risks in the COVID-19 crisis and data analysis of the post-pandemic perspective of managing these risks, relying on data for 2016–2023, reflecting international experience in a representative sample. The key conclusion of this research is that the most complete and effective business risk management in times of COVID-19 crisis requires the integrated application of tools of state and corporate governance, that is, two-tier management: At the state and business levels. On this basis, the authors recommended applying the systemic approach to business risk management in times of the COVID-19 crisis, which includes a set of the most effective regulatory (financial support from the state budget and protectionism) and marketing (use of big data and analytics) tools of business risk management. The practical significance of the research results is that the recommended systemic approach to using regulatory and marketing tools can improve the effectiveness of tactical and strategic risk management in the COVID-19 crisis, thereby increasing business resilience to this crisis. The novelty is due to the fact that we selected the most effective tools of business risk management under the conditions of the COVID-19 crisis and proved the necessity to combine the tools of state and corporate management, which are substantiated, for the first time, not as mutually interchangeable, but complementary practices of risk management in the unique context of the COVID-19 crisis.

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Section: Discussionmentioning

confidence: 87%

“…This enabled the business to retain the best personnel, attract investments, and increase sales volumes during the pandemic. The basis for inclusion in the dataset and the research model of this control variable was its substantiation as a tool of risk management for businesses in the existing literature: Sashittal et al (2023), Siqueira Junior et al (2023.…”

mentioning

confidence: 99%

Business Risks in COVID-19 Crisis Dataset Modeling: Regulatory vs. Marketing Tools of Risk Management

Ergasheva,

Tillyakhodjaev,

Karrieva

et al. 2023

Risks

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“…The fact that consumers form solid and significant relationships with certain brands keeps the studies on consumer-brand relationships up to date (Roy et al, 2022;Sashittal et al, 2022;Sharma et al, 2022). In this context, academic interest in brand evangelism, an extreme and intense consumer-brand relationship, has increased significantly in recent years (Purohit et al, 2023).…”

Section: Discussionmentioning

confidence: 99%

Tüketi̇ci̇leri̇n Duygusal Marka Deneyi̇mi̇ Ve Marka İli̇şki̇si̇ Algilarinin Marka Evangeli̇zmi̇ Üzeri̇ndeki̇ Etki̇si̇

Özer

Buran

2023

PPAD

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Marka evangelizmi son on yılda tüketici-marka ilişkileri kapsamında ele alınan ve bu ilişkilerin aşırı veya yoğun türleri arasında kabul edilen bir kavramdır. Markaların tüketicilerle ilişki kurma çabası uzun yıllardır araştırılmakta olan bir konudur. Ancak evangelizm davranışı için aynı şeyi söylemek mümkün görünmemektedir. Konuya ilişkin çalışmaların az olmasının yanı sıra, markaların ilişki kurma temelli özellikleri ve tüketicilerin bu yöndeki algılarının evangelizm ve duygusal marka deneyimi üzerindeki etkilerine ilişkin neredeyse hiç çalışma bulunmamaktadır. Bu çalışma, duygusal marka deneyimini merkeze alan bir model önermekte ve markaların ilişki odaklı olma özelliği ile müşterilerin ilişki kalitesi algılarının duygusal deneyim üzerindeki etkilerini incelemektedir. Ayrıca model, duygusal marka deneyiminin tüketicilerde aşırı tüketici davranışlarından kabul edilen marka evangelizmi üzerinde etkili olacağını önermektedir. Çevrimiçi yöntemler kullanılarak 300 anket toplanmıştır. Araştırma hipotezlerini test etmek için veri seti yapısal eşitlik modellemesi ile analiz edilmiştir. Sonuçlar, tüm hipotezleri doğrulamaktadır. Buna göre, markaların ilişki odaklı olması ve tüketicilerin ilişki kalitesi algısı, tüketicilerin duygusal marka deneyimi algılarını pozitif yönde etkilemektedir. Duygusal marka deneyimi ise hem marka evangelizmini hem de evangelizmin alt boyutları olan satın alma niyeti, pozitif marka değerlendirmeleri ve rakip markalardan vazgeçirme davranışı eğilimlerini pozitif yönde etkilemektedir.

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“…Similarly, the five main types of brand relationships identified in a recent systematic literature all require a considerable degree of emotional bond: brand love, hate, communal relationships, friendships and addiction (Alvarez et al , 2023). Other recently researched examples of intense concepts are masstige brand relationships (Shin et al , 2022) and brand evangelism (Sashittal et al , 2023; Sharma et al , 2022).…”

Section: Literature Reviewmentioning

confidence: 99%

How consumers define brand relationships: a prototype analysis

Schreuder,

Zeelenberg,

Pronk

2023

JPBM

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Purpose Understanding consumer brand relationships from the perspective of the consumer has been a research topic for years. Despite this, there are still various ways in which the construct is interpreted. This paper aims to identify the most typical interpretation of brand relationships by consumers. Design/methodology/approach A four-study prototype analysis was conducted, in which a bottom-up approach was applied to identify lay people’s conceptualization of consumer brand relationships. Findings The prototype analysis generates a comprehensive list of features of consumer brand relationships that provide a nuanced understanding of the concept. The most typical characteristics of a brand relationship according to consumers are quality, bond, value and joy. Comparing this relationship prototype with existing literature shows that there may be a gap between theory and practice regarding the concept of brand relationship. Originality/value The prototypical conceptualization of brand relationships shows which aspects play a role in consumers' most common interpretation of the construct. This provides an opportunity to assess the validity of existing conceptualizations of brand relationships. Knowing which aspects are most relevant for consumers’ brand relationships allows brands to make adjustments as needed and improve at establishing and maintaining relationships with consumers.

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The influence of COVID-19 pandemic on consumer–brand relationships: evidence of brand evangelism behaviors

Cited by 9 publications

References 125 publications

Business Risks in COVID-19 Crisis Dataset Modeling: Regulatory vs. Marketing Tools of Risk Management

Business Risks in COVID-19 Crisis Dataset Modeling: Regulatory vs. Marketing Tools of Risk Management

Tüketi̇ci̇leri̇n Duygusal Marka Deneyi̇mi̇ Ve Marka İli̇şki̇si̇ Algilarinin Marka Evangeli̇zmi̇ Üzeri̇ndeki̇ Etki̇si̇

How consumers define brand relationships: a prototype analysis

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