Effective marketing strategies for global FMCG brands during COVID-19 pandemic crisis
نویسندگان
چکیده
Purpose This study proposes marketing strategies for global fast-moving consumer good (FMCG) brands to survive and thrive in the turbulent economic environment created by COVID-19. The authors investigate indirect effects of ethnocentrism (CET) confidence (CC) on customer equity drivers (CEDs)’ effectiveness influencing repurchase intention (RI) FMCG brands. Design/methodology/approach uses mall-intercept technique. Respondents were randomly approached at popular retail shopping destinations Athens, Greece, 228 participants completed survey. Findings CET CC weaken positive relationship between certain CEDs RI Particularly, (RE) value (VE) strengthening repeated purchases are higher low-confidence or low-ethnocentric consumers. Thus, enhancing creating stronger consumer–brand relationships more effective boosting during turbulence. Practical implications Practitioners academicians can use insights obtained from this determine how allocate resources adopt most local environments based preference domestic products morale expectations future financial status. Originality/value research unveils mechanism behind moderating settings using social identity system justification theory. Turbulence international markets due pandemic has revealed that function needs redesign coordinate practices boost repeat purchases.
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ژورنال
عنوان ژورنال: International Marketing Review
سال: 2022
ISSN: ['0265-1335', '1758-6763']
DOI: https://doi.org/10.1108/imr-11-2021-0327