Article2022

Influence of emotional marketing on consumer behavior towards food and beverage brands during the COVID-19 pandemic: a study from Lebanon

Rana Bou Saada · Imad Bou-Hamad · Dunia A. Harajli

15 citations0/0 files storedJournal of Marketing Communications

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Since the COVID-19 pandemic was declared, the advertising industry has struggled to adapt to a new reality. The current study aims to explore the impact of emotional advertising during this pandemic on The Lebanese consumers’ behavior. We are particularly interested in fast-food chains due to the contradiction between their unhealthy offerings and their empathetic marketing. A convenience sample of 270 respondents was analyzed. Findings show that positive attitudes towards emotional marketing create positive actions towards the brand, which are mediated by more positive emotions towards the brand – even in times of crises. However, there was no effect of perceived lack of authenticity on attitudes or actions.

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References

2007Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory 2005The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands 2002Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding 2020The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy 2009Building strong brands in a modern marketing communications environment 2014Brand authenticity: An integrative framework and measurement scale 1981Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?2009The Quest for Authenticity in Consumption: Consumers’ Purposive Choice of Authentic Cues to Shape Experienced Outcomes

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