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Original research

Determination of factors that will impact brand perception post COVID-19

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Abstract

The objective of this paper is to determine the factors that will impact Brand Perception post-COVID-19. COVID-19 is the talk of the town as consumers witness a once-in-a-generation unprecedented pandemic, which significantly affects the attitude and behavior of both consumers and firms in the long term. Consumers' responses are mixed; some prioritize demands for hygiene products, some rushed for panic hoarding of staples, while some remain indifferent and continue with their daily routine. To maintain long-lasting relations with consumers having varied responses, firms must build brand loyalty. Brand Perception sets the tone for building a relationship between a brand and the consumer. Positive brand perception will result in more business than the competitor and vice versa for negative brand perception. Brand Perception, a crucial part of Brand Management, differentiates a brand amongst its peers, and once established, it has to lead the path from 'a brand' to 'the brand' and maintain the same in the current scenario. A survey was developed for this inquires for primary data collection. It comprises two sections. Section one measures the brand perception, brand loyalty amidst COVID-19, and their sentiment about the various industries. Section two administers the factors influencing brand perception, consumers' purchase behavior, and driving negative discernment. The convenience sampling approach is used for sampling. The study provides insights into the factors affecting brand perception, which will help develop new strategies for brand development and improving brand perception in the future. In crisis-ridden scenarios like COVID-19, the research is crucial as businesses and brands struggle to stay afloat and imprint themselves in customers' minds.

Imprint

Vishakha Lakhchoura, Suhas Ambekar, Manoj Hudnurkar. Determination of Factors That Will Impact Brand Perception Post Covid-19. Cardiometry; Issue 25; December 2022; p.614-626; DOI: 10.18137/cardiometry.2022.25.614626; Available from: https://www.cardiometry.net/issues/no25-december-2022/impact-brand-perception

Keywords

COVID-19,  Brand Perception,  Perception Models,  Strategy,  hygiene products
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