Elucidating the linkage between advertisements embedded with emotional appeals and the brand relationship quality during the COVID pandemic

Abstract

ABSTRACT The COVID pandemic has brought a paramount shift in the way of consumption of brand information presented in the advertisements and in the interaction framework between the brand and the consumer. This study empirically examines the unexplored association between advertisements embedded with emotional appeals and the brand relationship quality (BRQ) during the COVID pandemic for the over-the-counter healthcare segment. Structural equation modeling (SEM) framework was used on the information received from the respondents residing in the five major Indian cities. It was established that emotional appeals-based advertisements positively impact the BRQ. The study further tracks the flow of influence and it was observed that the improvement in BRQ leads to the establishment of a stronger consumer connect with the brand by improvement in the intensity of brand love and brand trust. The combined effect of both amalgamate to create and strengthen brand loyalty which may lead to repurchases and increase in market share. Thus, emotional appeals can be used as a significant tool in the advertisements to retain and attract new consumers of a brand in the post-pandemic era.