Abstract
The main objective of this study is to understand and evaluate whether COVID responses have a significant positive impact on brand performance. Accordingly, the proposed conceptual model focused on the top four COVID-19 responses: donations in cash, donations in kind, customer service, and employers/suppliers and evaluated the impact of each proposed response on brand value, brand growth, and brand ranking in 2020 versus 2019.
The research question of this paper is, Do COVID responses (customer service, employers/suppliers, donations in kind, and donations in cash) have a significant positive impact on brand performance (brand value, brand growth, and brand ranking vs. 2019)?
In order to answer the research question, secondary data methodology was used focusing on the responses of the top 100 brands announced in 2020 by Interbrand. The responses of each brand were analyzed based on different websites and online pages. Moreover, to validate this data, three in-depth interviews were conducted with brand managers across three companies: Nestle, Unilever, and P&G.
The findings showed that none of the four COVID responses significantly and positively impacted brand value and brand ranking in 2020 versus 2019. However, customer service and donations in kind were the only responses that showed a significant positive impact on brand growth. Moreover, the brand managers agreed on the results stating that any branded activity that affects the customer directly has a significant positive impact compared to indirect and unbranded activities or services.
School
School of Global Affairs and Public Policy
Department
Journalism & Mass Communication Department
Degree Name
MA in Journalism & Mass Communication
Graduation Date
Summer 5-30-2021
Submission Date
5-31-2021
First Advisor
Ahmed Taher
Committee Member 1
Hesham Dinana
Committee Member 2
Noha Alaa
Extent
57 p.
Document Type
Master's Thesis
Institutional Review Board (IRB) Approval
Approval has been obtained for this item
Recommended Citation
APA Citation
Rezkalla, E.
(2021).Impact of COVID Responses on Brand Performance [Master's Thesis, the American University in Cairo]. AUC Knowledge Fountain.
https://fount.aucegypt.edu/etds/1665
MLA Citation
Rezkalla, Emy. Impact of COVID Responses on Brand Performance. 2021. American University in Cairo, Master's Thesis. AUC Knowledge Fountain.
https://fount.aucegypt.edu/etds/1665
Included in
Business and Corporate Communications Commons, E-Commerce Commons, Marketing Commons, Other Business Commons