'Don’t Worry, We Are Here for You': Brands as External Source of Control during the Covid-19 Pandemic
| Autor: | Francesca Sotgiu, Stefan F. Bernritter, Verena Gruber, Noud Schartman, Peeter W.J. Verlegh |
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| Přispěvatelé: | Marketing, Amsterdam Business Research Institute |
| Jazyk: | angličtina |
| Rok vydání: | 2021 |
| Předmět: |
Marketing
2019-20 coronavirus outbreak Coronavirus disease 2019 (COVID-19) Communication Severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2) media_common.quotation_subject 05 social sciences Control (management) virus diseases 050801 communication & media studies Advertising External source Affect (psychology) 0508 media and communications SDG 3 - Good Health and Well-being 0502 economics and business Pandemic 050211 marketing Business and International Management Worry Psychology media_common |
| Zdroj: | Journal of Advertising, 50(3), 262-270. M.E. Sharpe Inc. Verlegh, P W J, Bernritter, S F, Gruber, V, Schartman, N & Sotgiu, F 2021, ' “Don’t Worry, We Are Here for You” : Brands as External Source of Control during the Covid-19 Pandemic ', Journal of Advertising, vol. 50, no. 3, pp. 262-270 . https://doi.org/10.1080/00913367.2021.1927913 |
| ISSN: | 0091-3367 |
| DOI: | 10.1080/00913367.2021.1927913 |
| Popis: | The Covid-19 pandemic increases consumers’ worries and makes them experience a loss of control over their lives. We investigate how these factors affect the roles that brands play in consumers’ lives. Results of a longitudinal survey (N = 5,393) and an online experiment (N = 387) show that brands gain relevance and are more firmly included in consumers’ self-concepts if consumers experience more worries about Covid-19 and a lack of control. Brands can benefit from this by addressing worries associated with the crisis in their advertisements. This is particularly effective for consumers who express greater worry about the Covid-19 pandemic. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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