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RESEARCH PRODUCT
Introduction to Special Issue: Brand Equity, Satisfaction, and Word of Mouth
Gloria Berenguer ContríMaría Eugenia Ruiz-molinaIrene Gil-saurasubject
Coronavirus disease 2019 (COVID-19)Geography Planning and DevelopmentWord of mouthPublic policyTJ807-830Market regulationManagement Monitoring Policy and LawBusiness modelTD194-195:CIENCIAS ECONÓMICAS [UNESCO]Renewable energy sourcesPandemicGE1-350Brand equityword of mouthMarketingConsumer behaviourEnvironmental effects of industries and plantsRenewable Energy Sustainability and the EnvironmentsatisfactionUNESCO::CIENCIAS ECONÓMICASbrand equityEnvironmental sciencesn/aBusinessdescription
The COVID-19 pandemic has generated an incredible change in the global economy that will likely have long-term consequences on consumer behavior, markets, business models, market regulation, and public policies, among others [1,2]. We are only at the beginning of seeing these effects, and this new scenario offers opportunities to articulate research in the area of marketing aligned with the urgency of recovering customer trust and reactivating sales [3]. The five contributions presented in this Special Issue, “Brand Equity, Satisfaction, and Word of Mouth”, aim at being incorporated into the dynamics of methodological and thematic innovation in marketing, in reply to some of the research priorities that, due to their potential, are presented today as opportunities and preferential research domains, in the highly complex scenario depicted after the COVID-19 outbreak.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2021-11-01 | Sustainability |