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...

Full description

Saved in:

Bibliographic Details
Main Authors:	Treviño Benavides, Teresa, Morton Rodríguez, Flor
Format:	Online
Language:	spa
Published:	ACACIA A.C. 2022
Online Access:	https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/313
Tags:	Add Tag No Tags, Be the first to tag this record!

id	oai:ojs.pkp.sfu.ca:article-313
record_format	ojs
spelling	oai:ojs.pkp.sfu.ca:article-3132022-11-03T17:21:20Z Exploring Consumer’s Expectations and Perceptions of Brands During the Coronavirus Contingency Expectativas y Percepciones de los Consumidores Hacia Las Marcas Durante la Contingencia por COVID-19 Treviño Benavides, Teresa Morton Rodríguez, Flor Percepciones del consumidor confianza de marca marcas COVID-19 Consumer perceptions brand trust brands COVID-19 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. Derivado de la pandemia de COVID-19, las regulaciones legales fueron introduciendo en la mayoría de los países algunas medidas como el distanciamiento social, las restricciones de viaje, entre otras. La pandemia sensibilizó a las empresas sobre la necesidad de fomentar la confianza de los consumidores para sobrevivir a dicha crisis. Por lo tanto, el presente trabajo tiene como objetivo comprender las expectativas que tienen los consumidores hacia los comportamientos y estrategias implementadas por las marcas durante la pandemia. Esta investigación contribuye a la discusión sobre cómo los consumidores perciben las reacciones de la marca ante la situación, mostrando formas en que las marcas pueden fomentar la confianza de marca a través de manifestaciones de competencia, resolución de problemas y benevolencia/integridad. Al realizar una investigación cualitativa por medio de entrevistas a profundidad, los resultados sugieren que los consumidores están informados e interesados en los esfuerzos de las marcas hacia el tema, e inclusive las reacciones que las marcas mostraron hacia temas de la pandemia pueden influir de forma positiva o negativa a la confianza de esta. ACACIA A.C. 2022-11-03 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares application/pdf text/html https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/313 10.46443/catyp.v18i2.313 Ciencias Administrativas. Teoría y Praxis; Vol. 18 No. 2 (2022): JULIO - DICIEMBRE; 70 - 84 Ciencias Administrativas. Teoría y Praxis; Vol. 18 Núm. 2 (2022): JULIO - DICIEMBRE; 70 - 84 2683-1465 2683-1457 spa https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/313/361 https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/313/362 http://creativecommons.org/licenses/by-nc-nd/4.0
institution	CIENCIAS ADMINISTRATIVAS
collection	OJS
language	spa
format	Online
author	Treviño Benavides, Teresa Morton Rodríguez, Flor
spellingShingle	Treviño Benavides, Teresa Morton Rodríguez, Flor Exploring Consumer’s Expectations and Perceptions of Brands During the Coronavirus Contingency
author_facet	Treviño Benavides, Teresa Morton Rodríguez, Flor
author_sort	Treviño Benavides, Teresa
title	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_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_sort	exploring consumer’s expectations and perceptions of brands during the coronavirus contingency
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.
publisher	ACACIA A.C.
publishDate	2022
url	https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/313
work_keys_str_mv	AT trevinobenavidesteresa exploringconsumersexpectationsandperceptionsofbrandsduringthecoronaviruscontingency AT mortonrodriguezflor exploringconsumersexpectationsandperceptionsofbrandsduringthecoronaviruscontingency AT trevinobenavidesteresa expectativasypercepcionesdelosconsumidoreshacialasmarcasdurantelacontingenciaporcovid19 AT mortonrodriguezflor expectativasypercepcionesdelosconsumidoreshacialasmarcasdurantelacontingenciaporcovid19
_version_	1779057856462454784

Exploring Consumer’s Expectations and Perceptions of Brands During the Coronavirus Contingency

Similar Items