Indian Journal of Marketing

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An Empirical Study to Identify Consumer Brand Relationships During a Crisis


Affiliations
1 XIM University, Bhubaneswar, Nijigada Kurki, Harirajpur - 752 050, Odisha, India
2 University of Engineering and Management, Kolkata, University Area, Action Area II, Newtown, Kolkata - 700 156, India
3 FORE School of Management, New Delhi, “Adhitam Kendra,” B-18, Qutub Institutional Area, New Delhi - 110 016, India
     

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Countless businesses exist only to serve the varying demands of the world’s customers, and those consumers find themselves constantly bombarded by an overwhelming selection of goods and brands. The brand distinguishes the company from its rivals and aids consumers in making educated purchasing decisions. However, when faced with a catastrophic event like the COVID-19 outbreak, consumers’ assessment criteria shifted in response to shifting priorities and circumstances. As a result, shoppers are rethinking their brand loyalties and choosing new ones. This article used the brand archetype framework to determine what factors customers value during times of crisis. It also used the brand archetype framework to identify the elements consumers consider important during a crisis. Data were collected from 207 respondents and using the Relative to an Identified Distribution (RIDIT) approach, the top-rated brand elements were identified based on level of importance or agreement. This study will help practitioners incorporate the identified elements into their brand image. Their subsequent actions will help them remain relevant and essential for their consumers, even in challenging situations.

Keywords

Brand Archetypes, Brand Engagement, Branding Crisis, Brand Experience, Brand Engagement.

Paper Submission Date : May 15, 2022 ; Paper sent back for Revision: October 25, 2022 ; Paper Acceptance Date : November 30, 2022 ; Paper Published Online : January 15, 2023

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  • An Empirical Study to Identify Consumer Brand Relationships During a Crisis

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Authors

Subhajit Bhattacharya
XIM University, Bhubaneswar, Nijigada Kurki, Harirajpur - 752 050, Odisha, India
Arunava Dalal
University of Engineering and Management, Kolkata, University Area, Action Area II, Newtown, Kolkata - 700 156, India
Nirmalya Bandyopadhyay
FORE School of Management, New Delhi, “Adhitam Kendra,” B-18, Qutub Institutional Area, New Delhi - 110 016, India

Abstract


Countless businesses exist only to serve the varying demands of the world’s customers, and those consumers find themselves constantly bombarded by an overwhelming selection of goods and brands. The brand distinguishes the company from its rivals and aids consumers in making educated purchasing decisions. However, when faced with a catastrophic event like the COVID-19 outbreak, consumers’ assessment criteria shifted in response to shifting priorities and circumstances. As a result, shoppers are rethinking their brand loyalties and choosing new ones. This article used the brand archetype framework to determine what factors customers value during times of crisis. It also used the brand archetype framework to identify the elements consumers consider important during a crisis. Data were collected from 207 respondents and using the Relative to an Identified Distribution (RIDIT) approach, the top-rated brand elements were identified based on level of importance or agreement. This study will help practitioners incorporate the identified elements into their brand image. Their subsequent actions will help them remain relevant and essential for their consumers, even in challenging situations.

Keywords


Brand Archetypes, Brand Engagement, Branding Crisis, Brand Experience, Brand Engagement.

Paper Submission Date : May 15, 2022 ; Paper sent back for Revision: October 25, 2022 ; Paper Acceptance Date : November 30, 2022 ; Paper Published Online : January 15, 2023


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DOI: https://doi.org/10.17010/ijom%2F2023%2Fv53%2Fi1%2F172592