Effective marketing strategies for global FMCG brands during COVID-19 pandemic crisis

What is it about?

The recent COVID-19 crisis has affected every aspect of the global economy and has spurred anxiety in people and businesses around the globe. We investigate the indirect effects of consumer ethnocentrism and consumer confidence on customer equity drivers’ effectiveness in influencing repurchase intentions for global FMCG brands that seek to succeed in local markets. We basically analyze the sentiments of customers during economic crises toward foreign brands to establish relationships among the various components of the drivers. In doing so, we develop strategies for FMCG bands in boosting their revenues by enhancing and ensuring purchase and repurchase intentions of customers. We believe that our study makes a significant contribution to the literature because it has several implications for the international marketing literature, filling many research gaps, as well as managers responsible for the well-being of FMCG brands.

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