“Contagious” brands: Are they safe from coronavirus?

Abstract

Purpose

This study aims to investigate how brand love and brand loyalty for three brands evolved during critical moments of the 2020 pandemic, and how they performed in the long run up to 2022.

Design/methodology/approach

An online longitudinal study, including a survey and Twitter data for three brands: Corona Extra, with a direct semantic association with the word coronavirus; Virus Vodka, with an indirect association; Modelo Especial, with no association with the virus name but from the same company as Corona Extra.

Findings

Despite external data indicating a harmful association between Corona Extra and coronavirus, this study's findings revealed that the brand maintained its brand love in the long run and increased brand loyalty during the critical moments of the pandemic. This study's data suggest that brand love and brand loyalty may be the underlying reasons for the increase in Corona Extra's brand equity during the pandemic.

Originality/value

The COVID-19 pandemic created a highly stressful situation for consumers and brands. Some brands' names had unfortunate semantic similarities with the virus terminology, which became an additional stressor during that time. This study harnessed the opportunity to investigate brand love and brand loyalty during the pandemic at four points in 2020 and one in 2022. The authors also examined relevant Twitter data during 2020.

Citation

Bigne, E., Simonetti, A. and Shih, D.Y.W. (2024), "“Contagious” brands: Are they safe from coronavirus?", Management Decision, Vol. 62 No. 1, pp. 163-182. https://doi.org/10.1108/MD-02-2023-0162