Purpose

This study proposes marketing strategies for global fast-moving consumer good (FMCG) brands to survive and thrive in the turbulent economic environment created by COVID-19. The authors investigate the indirect effects of consumer ethnocentrism (CET) and consumer confidence (CC) on customer equity drivers (CEDs)’ effectiveness in influencing repurchase intention (RI) for global FMCG brands.

Design/methodology/approach

This study uses the mall-intercept technique. Respondents were randomly approached at popular retail and shopping destinations in Athens, Greece, and 228 customer participants completed the survey.

Findings

CET and CC weaken the positive relationship between certain CEDs and RI of FMCG brands. Particularly, the effects of relationship equity (RE) and value equity (VE) on strengthening repeated purchases are higher for low-confidence or low-ethnocentric consumers. Thus, marketing strategies for enhancing value and creating stronger consumer–brand relationships are more effective in boosting repeated purchases during economic turbulence.

Practical implications

Practitioners and academicians can use the insights obtained from this study to determine how to allocate resources and adopt the most effective marketing strategies in local environments based on consumer preference for domestic or global products and consumer morale and expectations for future financial status.

Originality/value

This research unveils the mechanism behind the moderating effects of CET and CC on the effectiveness of CEDs in global FMCG settings using social identity and system justification theory. Turbulence in international and local markets due to the pandemic has revealed that marketing function needs to redesign strategies and coordinate practices to boost repeat purchases.

中文翻译：

---

COVID-19 大流行危机期间全球快速消费品品牌的有效营销策略

目的

本研究提出了全球快速消费品 (FMCG) 品牌在 COVID-19 造成的动荡经济环境中生存和发展的营销策略。作者调查了消费者民族中心主义 (CET) 和消费者信心 (CC) 对客户资产驱动因素 (CED) 影响全球快速消费品品牌回购意向 (RI) 有效性的间接影响。

设计/方法/方法

本研究使用 mall-intercept 技术。在希腊雅典的热门零售和购物目的地随机接触了受访者，228 名客户参与者完成了调查。

发现

CET 和 CC 削弱了某些 CED 与快速消费品品牌 RI 之间的正相关关系。特别是关系公平（RE）和价值公平（VE）对加强重复购买的影响对于低信心或低民族中心的消费者来说更高。因此，在经济动荡期间，提高价值和建立更牢固的消费者品牌关系的营销策略在促进重复购买方面更为有效。

实际影响

从业者和学者可以利用从这项研究中获得的见解，根据消费者对国内或全球产品的偏好以及消费者的士气和对未来财务状况的期望，确定如何在当地环境中分配资源并采用最有效的营销策略。

原创性/价值

本研究利用社会认同和系统正当性理论揭示了 CET 和 CC 对全球快速消费品环境中 CED 有效性的调节作用背后的机制。大流行导致的国际和本地市场动荡表明，营销部门需要重新设计策略并协调实践以促进重复购买。