928
Views
3
CrossRef citations to date
0
Altmetric
Research Articles

Influence of emotional marketing on consumer behavior towards food and beverage brands during the COVID-19 pandemic: a study from Lebanon

, &
Pages 822-839 | Received 25 Oct 2021, Accepted 07 Jun 2022, Published online: 20 Jun 2022
 

ABSTRACT

Since the COVID-19 pandemic was declared, the advertising industry has struggled to adapt to a new reality. The current study aims to explore the impact of emotional advertising during this pandemic on The Lebanese consumers’ behavior. We are particularly interested in fast-food chains due to the contradiction between their unhealthy offerings and their empathetic marketing. A convenience sample of 270 respondents was analyzed. Findings show that positive attitudes towards emotional marketing create positive actions towards the brand, which are mediated by more positive emotions towards the brand – even in times of crises. However, there was no effect of perceived lack of authenticity on attitudes or actions.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Log in via your institution

Log in to Taylor & Francis Online

PDF download + Online access

  • 48 hours access to article PDF & online version
  • Article PDF can be downloaded
  • Article PDF can be printed
USD 53.00 Add to cart

Issue Purchase

  • 30 days online access to complete issue
  • Article PDFs can be downloaded
  • Article PDFs can be printed
USD 615.00 Add to cart

* Local tax will be added as applicable

Related Research

People also read lists articles that other readers of this article have read.

Recommended articles lists articles that we recommend and is powered by our AI driven recommendation engine.

Cited by lists all citing articles based on Crossref citations.
Articles with the Crossref icon will open in a new tab.