Are you alright brand equity? Analysis of the top 100 global brands during COVID-19 outbreaks
Abdul Rahman Zahari,
Elinda Esa
Abstract:PurposeThe purpose of this study is to determine whether COVID-19 had an impact on the brand equity of the Top 100 global brands in the Americas, European and Asian regions over the three years of assessment (2020–2022).Design/methodology/approachA secondary data method (document scanning) was used to gather the study’s data from Brand Finance’s Global 500 annual reports from 2019 to 2022. The data for this study was analysed using the IBM Statistical Package for Social Science (SPSS) Statistics for Windows, V… Show more
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