Exploring Consumer’s Expectations and Perceptions of Brands During the Coronavirus Contingency
In the midst of a vast spread of COVID-19 across the world, legal regulations were introduced in most countries including social distancing, travel restrictions, and a lockdown in an attempt to slow down the spread of the virus. The pandemic caused by COVID-19 has raised companies’ awareness of the...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Academia de Ciencias Administrativas A.C.(ACACIA)
2022-11-01
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| Series: | Ciencias Administrativas Teoría y Praxis |
| Subjects: | |
| Online Access: | https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/313 |
| _version_ | 1797347206431244288 |
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| author | Teresa Treviño Benavides Flor Morton Rodríguez |
| author_facet | Teresa Treviño Benavides Flor Morton Rodríguez |
| author_sort | Teresa Treviño Benavides |
| collection | DOAJ |
| description |
In the midst of a vast spread of COVID-19 across the world, legal regulations were introduced in most countries including social distancing, travel restrictions, and a lockdown in an attempt to slow down the spread of the virus. The pandemic caused by COVID-19 has raised companies’ awareness of the need to foster consumer’s trust in order to survive a crisis. Therefore, the present paper aims to understand the expectations that consumers have towards the behaviors and strategies implemented by brands during the pandemic. This paper contributes to the discussion on how consumers perceive brand’s reactions to the pandemic, by showing ways in which brands can foster brand trust through manifestations of competence, problem-solving and benevolence/integrity. Following an exploratory qualitative research, findings of interviews with consumers suggest that they are informed and interested in brands' efforts towards the topic, and in fact the brand’s positive or negative reactions to the pandemic can shape brand trust.
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| first_indexed | 2024-03-08T11:44:20Z |
| format | Article |
| id | doaj.art-3ec4dc35327f45bc894be081f52552d4 |
| institution | Directory Open Access Journal |
| issn | 2683-1457 2683-1465 |
| language | English |
| last_indexed | 2024-03-08T11:44:20Z |
| publishDate | 2022-11-01 |
| publisher | Academia de Ciencias Administrativas A.C.(ACACIA) |
| record_format | Article |
| series | Ciencias Administrativas Teoría y Praxis |
| spelling | doaj.art-3ec4dc35327f45bc894be081f52552d42024-01-25T00:03:25ZengAcademia de Ciencias Administrativas A.C.(ACACIA)Ciencias Administrativas Teoría y Praxis2683-14572683-14652022-11-0118210.46443/catyp.v18i2.313292Exploring Consumer’s Expectations and Perceptions of Brands During the Coronavirus ContingencyTeresa Treviño Benavides0Flor Morton Rodríguez1Universidad de Monterrey, Escuela de Negocios, Departamento de AdministraciónUniversidad de Monterrey, Escuela de Negocios, Departamento de Administración In the midst of a vast spread of COVID-19 across the world, legal regulations were introduced in most countries including social distancing, travel restrictions, and a lockdown in an attempt to slow down the spread of the virus. The pandemic caused by COVID-19 has raised companies’ awareness of the need to foster consumer’s trust in order to survive a crisis. Therefore, the present paper aims to understand the expectations that consumers have towards the behaviors and strategies implemented by brands during the pandemic. This paper contributes to the discussion on how consumers perceive brand’s reactions to the pandemic, by showing ways in which brands can foster brand trust through manifestations of competence, problem-solving and benevolence/integrity. Following an exploratory qualitative research, findings of interviews with consumers suggest that they are informed and interested in brands' efforts towards the topic, and in fact the brand’s positive or negative reactions to the pandemic can shape brand trust. https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/313Consumer perceptionsbrand trustbrandsCOVID-19 |
| spellingShingle | Teresa Treviño Benavides Flor Morton Rodríguez Exploring Consumer’s Expectations and Perceptions of Brands During the Coronavirus Contingency Ciencias Administrativas Teoría y Praxis Consumer perceptions brand trust brands COVID-19 |
| title | Exploring Consumer’s Expectations and Perceptions of Brands During the Coronavirus Contingency |
| title_full | Exploring Consumer’s Expectations and Perceptions of Brands During the Coronavirus Contingency |
| title_fullStr | Exploring Consumer’s Expectations and Perceptions of Brands During the Coronavirus Contingency |
| title_full_unstemmed | Exploring Consumer’s Expectations and Perceptions of Brands During the Coronavirus Contingency |
| title_short | Exploring Consumer’s Expectations and Perceptions of Brands During the Coronavirus Contingency |
| title_sort | exploring consumer s expectations and perceptions of brands during the coronavirus contingency |
| topic | Consumer perceptions brand trust brands COVID-19 |
| url | https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/313 |
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