COVID传播:消费者在紧张时期的首选品牌色调

Q3 Social Sciences
S. MacSween, B. Canziani
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引用次数: 1

摘要

本研究调查了消费者在压力情况下(即covid-19大流行期间的封锁)对品牌色调的偏好。五种相互排斥的品牌色调被呈现给消费者受访者(信息、安慰、值得信赖、鼓舞和幽默)。根据人口统计数据和与流行病引起的压力和应对行为相关的自我报告项目,对消费者对这些产品的偏好进行了检查和分析。压力和个人品牌色调偏好之间的统计关系从可忽略到负相关不等。没有注意到积极的联系。性别和婚姻状况对品牌色调的选择有显著的影响。营销经理应该意识到,在不确定的时期,消费者会继续优先考虑信息。然而,舒适的使用在动荡时期也很有帮助,可能特别适合寻求社会联系的女性消费者。关于研究的局限性,这项研究主要集中在一次大流行危机期间的美国居民。被调查者的压力是自我报告的。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
COVID Communications: Preferred Brand Tones for Consumers during Stressful Times
This study investigates consumer preferences for brand tone when they are under a stressful situation (i.e., lockdown during the covid-19 pandemic). Five mutually exclusive brand tone choices were presented to consumer respondents (informative, comforting, trustworthy, inspiring, and humorous). Consumer preferences for these were inspected and analyzed against demographics and self-reported items related to pandemic-induced stress and coping behaviors. The statistical relationships between stress and individual brand tone preferences varied from negligible to negative. No positive associations were noted. Gender and marital status showed significant associations with brand tone selections. Marketing managers should be aware that consumers continue to prioritize informative messages during uncertain times. However, the use of comfort is also helpful during turbulent times and may be particularly appropriate for female consumers seeking social connections. Regarding study limitations, this research focused on u.s. residents during a single pandemic crisis. Respondent stress was self-reported.
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来源期刊
Innovar
Innovar Social Sciences-Sociology and Political Science
CiteScore
1.40
自引率
0.00%
发文量
16
审稿时长
53 weeks
期刊介绍: INNOVAR is a journal that publishes top research in organizations from social sciences and other fields. Its target is composed by professionals and scholars. INNOVAR is indexed in recognized international databases as Scopus. In light of its quality and visibility, in Colombia INNOVAR have the highest category in the National Bibliographic Index of Colombian scientific and technological publications (A1). INNOVAR publishes original works, result of rigorous research, from different approaches in social and management sciences, without biases to certain methodological perspectives.
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