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“Don’t Worry, We Are Here for You” : Brands as External Source of Control during the Covid-19 Pandemic

Author

Listed:
  • Peeter W.J. Verlegh

    (VU - Vrije Universiteit Amsterdam [Amsterdam])

  • Stefan F. Bernritter

    (King‘s College London)

  • Verena Gruber

    (HEC Montréal - HEC Montréal)

  • Noud Schartman

    (VU - Vrije Universiteit Amsterdam [Amsterdam])

  • Francesca Sotgiu

    (VU - Vrije Universiteit Amsterdam [Amsterdam])

Abstract

The Covid-19 pandemic increases consumers' worries and makes them experience a loss of control over their lives. We investigate how these factors affect the roles that brands play in consumers' lives. Results of a longitudinal survey (N = 5,393) and an online experiment (N = 387) show that brands gain relevance and are more firmly included in consumers' self-concepts if consumers experience more worries about Covid-19 and a lack of control. Brands can benefit from this by addressing worries associated with the crisis in their advertisements. This is particularly effective for consumers who express greater worry about the Covid-19 pandemic.

Suggested Citation

  • Peeter W.J. Verlegh & Stefan F. Bernritter & Verena Gruber & Noud Schartman & Francesca Sotgiu, 2021. "“Don’t Worry, We Are Here for You” : Brands as External Source of Control during the Covid-19 Pandemic," Post-Print hal-04558563, HAL.
    • Handle: RePEc:hal:journl:hal-04558563
    DOI: 10.1080/00913367.2021.1927913
    Note: View the original document on HAL open archive server: https://hal.science/hal-04558563
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    References listed on IDEAS

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    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.
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