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- W3039969086 abstract "Today's businesses have been bombarded with numerous shocking situations For instance, The Fourth Industrial Revolution has tremendously changed the way we live today Recent pandemic of COVID-19 in early 2020 that affect over 200 countries further drag businesses into totally 'new normal' phenomena Healthy brand will survive while other will vanish Therefore, this study attempts to assess FMCGs brand health by examining the relationship between brand preference and perceived brand scarcity on consumers' brand loyalty during COVID-19 pandemic This study is quantitative in nature and based on cross-sectional study A total of 203 Malaysian consumers involved in this online survey which was conducted in April 2020 The result reveals that brand preference and perceived brand scarcity have positive significant relationship on consumers' brand loyalty towards FMCGs brand This study provides both theoretical and practical contribution specifically in brand management during pandemic Limitation and future research direction also discussed at the end of the article © 2020 by Advance Scientific Research" @default.
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- W3039969086 date "2020-01-01" @default.
- W3039969086 modified "2023-09-26" @default.
- W3039969086 title "Assessing brand health during COVID-19 pandemic: FMCGs brand loyalty in Malaysia" @default.
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