Marketing by Contingency in the Time of Covid 19 1st edition by Alicia de la Peña 9781000608946 1000608948

1 Alexa, Show Some Empathy: Personified Brands Failing to Engage Customers During COVID-19

1.1 Introduction

1.2 Brands that Benefited from the Pandemic

1.3 Life Under Confinement and Changes in Consumer Behavior

1.3.1 Sentiments and Social Communication

1.3.2 Brand Credibility and Brand Loyalty

1.4 Personified Brands and Brand Sins

1.5 Methodology

1.6 Results and Discussion

1.7 Conclusion

References

2. Brand Engagement in Consumers’ Lives During COVID-19 Times

2.1 Introduction

2.2 Customer Brand Engagement (Cbe)

2.3 Consumption and Crisis

2.4 Methodology

2.5 Results

2.5.1 New Shopping Habits and Decision-Making Roles

2.5.2 Coping Strategies for a New Way of Life

2.6 Role of Brands During Lockdown

2.6.1 Missed Brands

2.6.2 New Brands

2.7 Brands After Isolation

2.8 Conclusion

Reference

3. Marketing in a Box: Resilient Strategies Amid the Crisis

3.1 Introduction

3.2 Literature Review

3.2.1 Effects of the Covid-19 Pandemic on Business Strategies

3.2.2 Fear, Boredom, and Anxiety: Triggers of New Shopping Behaviors

3.3 Methodology

3.4 Results

3.4.1 The First One to Move is the One that Reaches More Consumers

3.5 Discussion and Conclusions

3.6 Limitations and Future Research

References

4. Influencer Marketing in an Uncertain Economic Climate: A Wasted Opportunity

4.1 Introduction

4.2 Influencers as Brand’s Strategic Partners

4.2.1 How do Influencers Collaborate with Organizations?

4.2.2 Consumer Decision-Making Process and Where Influencers Change its Course

4.3 Performance of Influencers During the Covid-19 Pandemic: Questionable Behaviors and How Their Audience Reacted Towards Them

4.4 Methodology

4.4.1 Case Selection

4.5 Data Analysis

4.5.1 Findings

4.6 Discussion

4.6.1 Managerial Implications

4.6.2 Limitations

4.6.3 Further Research

4.7 Conclusion

Appendix

References

5. “It’s Not Panic, I’m Just Getting Prepared”: Exploring Changes in Consumer Behavior During the COVID-19 Pandemic

5.1 Introduction

5.2 Literature Review

5.2.1 Consumer Behavior During a Crisis

5.2.2 Brand Perceptions and Consumer Change

5.3 Methodology

5.4 Results

5.4.1 Life During the Lockdown

5.4.2 Changes in Purchasing Patterns

5.4.3 Consumption of Covid-19 Content and News

5.4.4 Consumer Perceptions of Brands During the Emergency

5.5 Discussion and Conclusions

5.6 Limitations And Future Research Lines

References

6. Trust Me! Building Consumers’ Trust During the COVID-19 Pandemic

6.1 Introduction

6.2 Consumer’s Trust

6.2.1 COVID-19 and Consumer’s Trust

6.3 Building Trust Amid the Pandemic

6.3.1 Building Trust through Benevolence: Keeping Consumers Safe

6.3.2 Building Trust Through Competence: Helping Consumers Meet Their Needs

6.3.3 Building Trust Through Integrity: Corporate Social Responsibility (CSR)

6.4 Conclusion

References

7. How Restrictive Conditions Require Marketing Decisions Based on Analytics and Predictive Modeling: A Description of Two Cases

7.1 Introduction

7.2 Case 1: Clustering for Web-Based Clients

7.2.1 Context and Method

7.2.2 Results and Implications

7.3 Case 2: Preventing Product In-Shelf Stockouts

7.3.1 Context and Method

7.3.2 Results And Implications

7.4 Conclusion

Reference

8. Black Swan Instinct: Emerging Trend Models of Consumer Behavior

8.1 Introduction

8.2 Emerging Trends Models of Consumer Behavior

8.2.1 Decision-Making, Based on Fear

8.2.2 Emergent Trends in Models for Consumer Behavior

8.2.3 The Game Rules Change for Retail

8.3 Conclusion

References

9. The Role of Internal Marketing During the COVID-19 Crisis

9.1 Introduction

9.2 Literature Review

9.2.1 Employee Net Promoter Score (eNPS)

9.2.2 Key Elements to Recommend an Employer Brand

9.2.3 Mediation Effect of OCB Over Employee NPS

9.3 Method

9.3.1 Organizational Commitment (OC)

9.3.2 Company’s Knowledge (CBK)

9.3.3 Perceived Organizational Support (POS)

9.3.4 Organizational Citizenship Behavior (OCB)

9.3.5 Employee Net Promoter Score (eNPS)

9.3.6 Control Variables

9.4 Results

9.4.1 Descriptive Analysis

9.4.2 Hypothesis Testing

9.4.3 Mediation Analysis

9.5 Discussion

9.6 Conclusion

References

10. Adapting Marketing Channels During COVID-19

10.1 Introduction

10.2 Marketing Channels

10.3 Methodology

10.4 The Flexi Case

10.4.1 Mexico, Covid-19 and Footwear Industry

10.4.2 Company Profile

10.4.3 Flexi and Its Online Channel

10.5 Discussion

10.6 Conclusion

References

11. Omnichannel Strategies in Retail Places: How Consumers Changed Their Shopping Routines During the Pandemic

11.1 Introduction

11.1.1 What Omnichannel Means?

11.1.2 Retail Brands in the Omnichannel Environment

11.1.3 Consumer behavior in the Covid-19 Pandemic

11.2 Research Question

11.3 Methodology

11.3.1 Type of Questions and Scales

11.4 Results

11.4.1 Changes in Purchase Frequency and Spending

11.5 Conclusions

References

12. Strategies for Nonprofit Organizations in Contingency Environments

12.1 Introduction

12.2 The NPOs Typology

12.3 The Effect of the Past Crises in the Nonprofit Sector and NPOs Performance

12.4 The Strategies Dealing with the Covid-19 Crisis

12.4.1 Innovate Instead of Costs Reduction

12.4.2 Increase the Connections

12.4.3 Increasing Transparency

12.5 Conclusion