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Schweizer Konsumenten-verhalten und Marken-kommunikation in Zeiten der Covid-19-Pandemie

Author

Listed:
  • Bucher, Jan-Hendrik
  • Fuchs, Matthias
  • Gollnhofer, Johanna Franziska
  • Leimert, Hannah
  • Manke, Birte
  • Tomczak, Torsten
  • Vario, Marco

Abstract

Wie verändert sich das Konsumentenverhalten in der Covid-19-Pandemie? Dieser Beitrag analysiert Veränderungen im Schweizer Konsumentenverhalten und identifiziert vier typische Verhaltensänderungen. Basierend auf der Konsumentenperspektive werden Best-Practice-Beispiele für die Marketing-kommunikation in der Krise präsentiert.

Suggested Citation

  • Bucher, Jan-Hendrik & Fuchs, Matthias & Gollnhofer, Johanna Franziska & Leimert, Hannah & Manke, Birte & Tomczak, Torsten & Vario, Marco, 2021. "Schweizer Konsumenten-verhalten und Marken-kommunikation in Zeiten der Covid-19-Pandemie," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 38(3), pages 70-77.
    • Handle: RePEc:zbw:hsgmrs:276145
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    References listed on IDEAS

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    1. Pushan Dutt & V. Padmanabhan, 2011. "Crisis and Consumption Smoothing," Marketing Science, INFORMS, vol. 30(3), pages 491-512, 05-06.
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    1. Reinecke, Sven & Renner, Susanna, 2021. ""Rückbesinnung auf das Echte" - Veränderungen im Kundenverhalten, Trends und Herausforderungen in Marketing und Verkauf ab 2021," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 38(5), pages 52-59.

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