Brand Management
Changes in Brand Loyalty During Covid-19 Lockdown: A Study on FMCG Products

Article Details
Pub. Date : June, 2022
Product Name : The IUP Journal of Brand Management
Product Type : Article
Product Code : IJBRM020622
Author Name : Thalhath P and Velmurugan P S
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 19



Sustaining a good relationship between consumers and brands is beneficial for both sides. While companies can increase their profit potential, consumers get a quality product with high satisfaction levels. The two most essential factors in the consumer-brand relationship are brand love and brand loyalty. The paper investigates the relationship between brand love and brand loyalty of FMCG products among Indian consumers during regular times and during the Covid-19 lockdown period. Primary data was collected using a structured questionnaire, convenience sampling was applied, and the online mode was used to share and collect responses. The study found that brand love positively leads to brand loyalty, and there is no significant difference between brand loyalty during the regular and lockdown periods. Quality was the main factor that led consumers to purchase the same soap brand during the lockdown period. The findings will help marketers in the soap industry with strategy formulation and designing marketing mix for their brands.


The consumer-brand relationship is now at the heart of branding theory (Chang and Chieng, 2006). The brand plays a significant role as a mechanism in a long-standing consumer-brand relationship by engaging both sellers and purchasers (Davis et al., 2000). Likewise, a healthy relationship between customers and brands is critical for increased sales, lower price susceptibility, higher margins and increased loyalty (Duncan and Moriarty, 1998; and Aaker and Joachimsthaler, 2000). As a result, the present marketing environment and consumer-brand partnerships have prompted brand managers to seek out cutting-edge methods for forging productive ties with customers (Mitchell et al., 2002).

The conventional approach to brand marketing has focused on creating functional ties with customers. However, the market has changed dramatically, and customers now want more appealing experience. A poll on observed communication undertaken by a group of marketing executives and researchers backs this. A large percentage of people polled believe that experiential communication will grow in importance during the next decade (Schmitt, 1999).