Abstract
Banking Sector (BS) is facing more enormous challenges due to the quick spread of NOVEL COVID-19, which locked people's lives over the globe. Brand management is one of the critical concerns. Organizations are managing their brand to attract potential customers from the market in this pandemic situation. For this objective, data have been collected from 210 customers of banking organizations. Data have been gathered using a snowball sampling method, which allows the respondents to spread the questionnaire link with their friends; this study has used SPSS to analyze the data. However, the findings of the study have portrayed that brand management substantially influences consumer purchase behavior. Therefore, whenever organizations develop their strategies to attract potential customers, organizations can increase brand performance by efficiently managing it. Moreover, when customers link with the brand, they use it to learn about customer service and corporate bank strategies.
Highlights
The outbreak of COVID-19 dubbed a "black swan" occurrence because of its lethality, causes tremendous damage worldwide
This study evaluates the influence of brand equity, brand loyalty, brand association, and brand image on CPDs in the banking context
This study was designed to measure the impact of brand equity, brand loyalty, brand association, and brand image on CPD
Summary
The outbreak of COVID-19 dubbed a "black swan" occurrence because of its lethality, causes tremendous damage worldwide. Curfews, stay-at-home and work-from-home rules, and quarantines, the COVID-19 epidemic has spread throughout the globe, causing shocks in almost every industry. The banking industry was badly impacted by the human and economic difficulties caused by the COVID-19 epidemic (SHT, 2020; Mentari, 2020). Banks provide several critical economic activities via the more efficient relocation of money between investors and creditors via decreased opacity, decreased information asymmetry, longer maturities, low risk, and lower transaction costs. At the close of a decade of substantial change for the banking sector throughout the globe, the breakout of Covid-19 and its devastating economic implications. The severity of the Covid-19 crisis brings many different sorts of challenges and opportunities for the banking industry in Pakistan but around the world
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