TY - JOUR
T1 - “Don’t Worry, We Are Here for You”
T2 - Brands as External Source of Control during the Covid-19 Pandemic
AU - Verlegh, Peeter W.J.
AU - Bernritter, Stefan F.
AU - Gruber, Verena
AU - Schartman, Noud
AU - Sotgiu, Francesca
N1 - Publisher Copyright:
© 2021 The Author(s). Published with license by Taylor and Francis Group, LLC.
Copyright:
Copyright 2021 Elsevier B.V., All rights reserved.
PY - 2021
Y1 - 2021
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85108385208&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85108385208&partnerID=8YFLogxK
U2 - 10.1080/00913367.2021.1927913
DO - 10.1080/00913367.2021.1927913
M3 - Article
AN - SCOPUS:85108385208
SN - 0091-3367
VL - 50
SP - 262
EP - 270
JO - Journal of Advertising
JF - Journal of Advertising
IS - 3
ER -
