Marketing Currents - Business and Marketing Current Events

Companies’ behavior mid-pandemic influences future brand loyalty, survey finds (MC)


The study conducted early this month highlights that consumers are observing how brands behave during the coronavirus pandemic, and those actions now will likely influence future purchasing and customer loyalty. 

Companies that want to win beyond the pandemic may consider extra efforts to support their employees during the crisis, whether that’s finding ways to help them financially or showing appreciation for their hard work.

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Discussion Questions:

  1. What is market research?
  2. How might the results of this survey influence the way brands develop marketing strategies during the COVID-19 health crisis?
  3. According to information from this story, how might “company behavior” during the health crisis influence consumer attitudes toward a brand?
  4. Based on information from this story, what is one example of a brand response that has resonated in a positive way with consumers?
  5. What is an example of how one of your favorite brands has responded during the pandemic? How has it influenced your perception of the brand?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.