Brand’s communications in Covid-19. Social role during and after lockdown

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Title: Brand’s communications in Covid-19. Social role during and after lockdown
Authors: Iglesias-Sánchez, Patricia P. | Jambrino-Maldonado, Carmen | de las Heras-Pedrosa, Carlos | Frías Villegas, Noelia | Olivares-Delgado, Fernando
Research Group/s: Grupo de Investigación de la Marca Corporativa (UA.BRANDSCIENCE)
Center, Department or Service: Universidad de Alicante. Departamento de Comunicación y Psicología Social
Keywords: Branding | Communication | Lockdown | COVID-19 | Health crisis | Advertising
Knowledge Area: Comunicación Audiovisual y Publicidad
Issue Date: 20-Mar-2022
Publisher: Cogent OA
Citation: Cogent Social Sciences. 2022, 8: 2053271.
Abstract: The paper aims to identify the narrative communicative resources and messages spread by brands within the background of a global pandemic. This study compares two samples of advertising spots broadcast in Spain: one during the COVID-19 lockdown period and the other selected from the last de-escalation phase of the health crisis. A content analysis of a compendium of 125 commercials was proposed. The main finding is the social function adopted during lockdown in order to encourage the population with positive and resilient messages while during the de-escalation the brands recover their traditional commercial role and, do not even reflect reality with the persistence of the outbreak in the images and discourse. In fact, it showed a first phase focused on branding and a second phase when the population was urged to consume. The Covid-19 pandemic has shown a clear need for brands to adapt to an environment that has dramatically changed overnight. Practical Implications The paper includes implications for brands for sharing common support for emotional and psychological well-being in health crisis. This social function could improve their reputation and positioning globally.
Sponsor: This work was supported by Junta de Andalucía Programme PAIDI under grant number PY20_00407 (Junta de Andalucía/Universidad de Málaga) and Funding for Open Access Charge: Universidad de Málaga /CBUA.
ISSN: 2331-1886
DOI: 10.1080/23311886.2022.2053271
Language: eng
Type: info:eu-repo/semantics/article
Rights: © 2022 The Author(s). This open access article is distributed under a Creative Commons Attribution (CC-BY) 4.0 license.
Peer Review: si
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Appears in Collections:INV - UA.BRANDSCIENCE - Artículos de Revistas

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