COVID Communications: Preferred Brand Tones for Consumers during Stressful Times

Abstract

This study investigates consumer preferences for brand tone when they are under a stressful situation (i.e., lockdown during the covid-19 pandemic). Five mutually exclusive brand tone choices were presented to consumer respondents (informative, comforting, trustworthy, inspiring, and humorous). Consumer preferences for these were inspected and analyzed against demographics and self-reported items related to pandemic-induced stress and coping behaviors. The statistical relationships between stress and individual brand tone preferences varied from negligible to negative. No positive associations were noted. Gender and marital status showed significant associations with brand tone selections. Marketing managers should be aware that consumers continue to prioritize informative messages during uncertain times. However, the use of comfort is also helpful during turbulent times and may be particularly appropriate for female consumers seeking social connections. Regarding study limitations, this research focused on u.s. residents during a single pandemic crisis. Respondent stress was self-reported.

Surviving and thriving through a crisis: a resiliency branding approach to transform airline industry

“…The brand communication should be enough capable to realize customers that brands take well care of their needs (Abdullah et al, 2012;Rahmi et al, 2021). The brands not only communicate verbally or through product and service information but also through packaging and distinctive strategies (MacSween and Canziani, 2023). The brand communication is one of the crucial tools that not only builds customers' trust and influences their preferences but wrong communication can permanently brands shut down overnight (Indriana and Swasty, 2023).…”