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The Effects of the Crisis Generated by the COVID-19 Pandemic on Consumer Behavior Regarding Brand Purchasing

Author

Listed:
  • Zaif (Popa) Alexandra

    (Transilvania University of Brașov, Romania)

  • Cerchia(Ionascu) Alina-Elena

    (Valahia University of Târgoviște, Romania)

  • Micu Adrian

    (Dunarea de Jos University of Galati, Romania)

Abstract

The global COVID-19 pandemic, the rules of social distancing and the restrictions imposed by the authorities have had a strong impact on all aspects of our lives on a social, psychological and economical level.The buying habits of consumers have been modified, as they were forced to adapt to a new context generated by the current situation, being strongly influenced by factors such as unstable economic climate, destabilization of the labor market, rising unemployment, affecting every industry (both small businesses and large brands or multinational corporations). This paper aims to examine consumer behavior regarding brands in the context of the COVID-19 pandemic, taking into consideration social, economic, technological factors, as well as factors that influence the decision-making process in brands acquisition.

Suggested Citation

  • Zaif (Popa) Alexandra & Cerchia(Ionascu) Alina-Elena & Micu Adrian, 2020. "The Effects of the Crisis Generated by the COVID-19 Pandemic on Consumer Behavior Regarding Brand Purchasing," Risk in Contemporary Economy, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, pages 47-58.
    • Handle: RePEc:ddj:fserec:y:2020:p:47-58
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    References listed on IDEAS

    as
    1. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    2. Florence Kremer & Catherine Viot, 2012. "How store brands build retailer brand image," Post-Print hal-01803720, HAL.
    3. Sheth, Jagdish, 2020. "Impact of Covid-19 on consumer behavior: Will the old habits return or die?," Journal of Business Research, Elsevier, vol. 117(C), pages 280-283.
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