Brands, Products, Labels and the COVID-19 Pandemic: Impact and Perspectives


Joseph Kaswengi, PhD and Aurore Ingarao, PhD
Vallorem, University of Orléans, Orléans, France

Series: Management Science – Theory and Applications
BISAC: BUS042000; BUS043060BUS043000

The COVID-19 pandemic has had a wide-ranging impact on not only businesses and consumers, but also on brands, products, and labels. Several issues have been identified by practitioners and researchers, including supply chain disruptions and challenges, new ways of customer shopping, opportunities for brand competition, shifts in demand-specific product categories, and label importance in customer relationship management, among others. The papers in this book demonstrate the practical and theoretical implications of brand, product, and label management in the context of COVID-19. The themes addressed in the book contributions include healthy food consumption behavior, brand image-loyalty relationship, heritage tourism labeling, innovations, and brand performance.

Table of Contents


Chapter 1. Perceived Quality of Healthy Food Products Distributed by Drive-Throughs: What If Promotions and Marketing Tools Based on Low Prices Were Less Effective during COVID-19?
Joseph Kaswengi
University of Orléans, Orléans, France

Chapter 2. The Influence of Employer Brand Image on Newcomers’ Intention to Stay in the French Army
Romuald Grouille
University of Tours, Tours, France

Chapter 3. Sustainable Tourism in Tunisia and Inscription of the Pottery Skills of the Women of Sejnane on the UNESCO Intangible Heritage List
Hanene Oueslati and Imen Ben Slimene
CREGO, Organizational Management Research Center Assistant Professor, University of Upper Alsace, Colmar, France

Chapter 4.  Study of Moroccan Tourists’ Post-COVID Behavior: Towards Developing an Innovative Tourism Offer. The Case of Moroccan Executives
Fadoua Chakir1 and Abdelaziz Bahoussa2
1Doctoral student, Laboratory of Management Sciences, FSJES d’Agdal- Mohammed V University of Rabat, Rabat, Morocco
2Research teacher, Research Team in Management Sciences, EST of Salé – Mohammed V University of Rabat, Rabat, Morocco

Chapter 5. The Relationship between Psychological Capital and Economic Performance of Entrepreneurs during the COVID-19 Pandemic in Ecuador
Katherine Ochoa1, Richard Valdez1, Joseph Kaswengi2 and Cintya Lanchimba1
Department of Economics, Faculty of Science, Escuela Politécnica Nacional, Quito, Ecuador
2Université d’Orléans, Rue de Blois, Orléans, France


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