The role of brand attachment during the pandemic period: sports brands

Raissa dos Reis, Bruno Barbosa Sousa, André Paulo Catarino, Maria Alexandra Malheiro

Abstract


Purpose: The main objective that is intended to be achieved in the course of this investigative study is how, through the pandemic, the relationship between consumers and sports brands maintained their affective attachment, their loyalty and whether competition led them to new adhesions for more attractive proposals. In addition to seeking to understand the importance of the internet in the brand's sales strategy; understand the relationship of consumer and brand loyalty; how the online sales commerce was or was not present in your life during the pandemic; the impact of the pandemic on the communication of brands with their customers.

Methodology: A qualitative study was carried out, in which two types of interviews were developed, in which both had a previously prepared interview guide. The first applied to physical stores of sports brands, where those responsible for the stores were interviewed, seeking to understand the impact of the pandemic on the brand's communication with its consumers. For the research with consumers, a focus group was selected with 8 participants, who were divided into 2 groups. The interview was conducted by online meeting room.

Originality: The main point of this research arises as an investigation into the behavior established between consumers and brands, the affective relationship and loyalty to their preferred brand. The purchases that at the time were no longer in person and, now through websites, as it turned out, there was an increase in purchases, there was a change in terms of values or the consumer's relationship with the brand remained in loyalty. Therefore, this research seeks to understand the impact of the pandemic on online sales of sports brands and their relationship with consumers.

Results: The results obtained showed that the brands adapted to the pandemic period, they managed to preserve and even strengthen the relationship and communication with their consumers due to their online platforms, in which their sports products were found due to the high demand during the pandemic, especially in the period of confinement. In addition to realizing the importance of contact with companies during the period of confinement, which helped maintain the connection and loyalty between brand and consumer.

Practical implications: The present study represents an important contribution regarding digital marketing and the importance of the relationship between brand-consumer, namely the consumer's attachment to the brand.

Keywords: Brand attachment, sports brands, pandemic, covid-19, e-commerce

DOI:https://doi.org/10.58869/EJABM9(3)/05


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