Repository logo
 
Publication

Brand's image perceptions during crisis: Brazil versus Portugal on COVID-19

2022Journal article Open access
Simple item page
dc.contributor.authorLopes, Luisa
dc.contributor.authorSantos, Lara
dc.contributor.authorEsteves, Salete
dc.date.accessioned2022-02-06T03:10:23Z
dc.date.available2022-02-06T03:10:23Z
dc.date.issued2022
dc.description.abstractThe future will no longer be like the past as the world witnesses constant changes that affect people’s everyday life. In fact, with the outbreak of the COVID-19 pandemic, organizations were challenged to adapt their business to the changes, and brands were forced to quickly manage their business to survive and be connected to the new world. Several approaches were carried on using different communication strategies. This research intends to investigate public perceptions about brands' actions and communication during the pandemic, trying to understand how the different approaches toward the crisis were perceived among the target audiences. This process is related to the participation of brands in the discursive phenomenon “we are together”, the hashtag #vaificartudobem (everything will be fine), or “stay home”, and how their audiences react to it. An exploratory, comparative, and cross-border (Brazil versus Portugal) empirical study is developed, though a quantitative method, applying a survey, territorially based on Portugal, in April and May 2020. The results of this study suggest that brands’ presence and participation have real benefits as their actions are recognized by public opinion (in Brazil and Portugal). Brazilian audiences consider it more important for brands to be present in critical moments such as the current one and to promote the public’s awareness and consciousness. Female respondents believe that brands that embraced the cause and promoted social isolation, improve their image. This sample also recognizes differences in brands and communication changes, during COVID-19, and finds it important that brands embrace the cause and promote social isolation, in order to improve their image.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationLopes, Luisa; Santos, Lara; Esteves, Salete (2022). Brand´s image perceptions during crisis: Brazil versus Portugal on COVID-19. Journal of Human Resources Management Research. ISSN: 2166-0018. p. 1-14pt_PT
dc.identifier.doi10.5171/2022.945344pt_PT
dc.identifier.issn2166-0018
dc.identifier.urihttp://hdl.handle.net/10198/25024
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherIBIMA Publishingpt_PT
dc.relation.publisherversionhttps://ibimapublishing.com/articles/JHRMR/2022/945344/pt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectCrisis management and communicationpt_PT
dc.subjectImagept_PT
dc.subjectBrandspt_PT
dc.subjectCOVID-19pt_PT
dc.titleBrand's image perceptions during crisis: Brazil versus Portugal on COVID-19pt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage14pt_PT
oaire.citation.startPage1pt_PT
oaire.citation.titleJournal of Human Resources Management Researchpt_PT
oaire.citation.volume2022pt_PT
person.familyNameLopes
person.familyNameEsteves
person.givenNameLuisa
person.givenNameSalete
person.identifier.ciencia-idE41C-366E-BE9E
person.identifier.ciencia-id411F-4C00-6212
person.identifier.orcid0000-0003-2039-0125
person.identifier.orcid0000-0002-1353-8462
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication4410123f-7cc3-4a8d-a596-4a08d1d13b5b
relation.isAuthorOfPublicationfda6f257-f565-4810-b563-6d5a6d0b7021
relation.isAuthorOfPublication.latestForDiscovery4410123f-7cc3-4a8d-a596-4a08d1d13b5b

Files

Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
Lopes, Santos e Esteves_2022_JHRMR.pdf
Size:
446.41 KB
Format:
Adobe Portable Document Format
Download

Collections

EsACT - Artigos em Revistas Não Indexados à WoS/Scopus