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Brand Attachment and Agile Marketing: Responses to the (Post-)Pandemic Context in the Sports Fashion Context

Brand Attachment and Agile Marketing: Responses to the (Post-)Pandemic Context in the Sports Fashion Context

Raissa Reis, André Paulo Catarino, Bruno Barbosa Sousa, Alexandra Malheiro, Vasco Santos
Copyright: © 2023 |Pages: 13
ISBN13: 9781668455234|ISBN10: 1668455234|ISBN13 Softcover: 9781668455241|EISBN13: 9781668455258
DOI: 10.4018/978-1-6684-5523-4.ch003
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MLA

Reis, Raissa, et al. "Brand Attachment and Agile Marketing: Responses to the (Post-)Pandemic Context in the Sports Fashion Context." Promoting Organizational Performance Through 5G and Agile Marketing, edited by José Duarte Santos and Bruno Miguel Sousa, IGI Global, 2023, pp. 42-54. https://doi.org/10.4018/978-1-6684-5523-4.ch003

APA

Reis, R., Catarino, A. P., Sousa, B. B., Malheiro, A., & Santos, V. (2023). Brand Attachment and Agile Marketing: Responses to the (Post-)Pandemic Context in the Sports Fashion Context. In J. Santos & B. Sousa (Eds.), Promoting Organizational Performance Through 5G and Agile Marketing (pp. 42-54). IGI Global. https://doi.org/10.4018/978-1-6684-5523-4.ch003

Chicago

Reis, Raissa, et al. "Brand Attachment and Agile Marketing: Responses to the (Post-)Pandemic Context in the Sports Fashion Context." In Promoting Organizational Performance Through 5G and Agile Marketing, edited by José Duarte Santos and Bruno Miguel Sousa, 42-54. Hershey, PA: IGI Global, 2023. https://doi.org/10.4018/978-1-6684-5523-4.ch003

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Abstract

This research seeks to understand the impact of the pandemic on online sales of sports brands and their relationship with consumers. The results obtained showed that the brands adapted to the pandemic period, they managed to preserve and even strengthen the relationship and communication with their consumers due to their online platforms, in which their sports products were found due to the high demand during the pandemic, especially in the period of confinement. In addition to realizing the importance of contact with companies during the period of confinement, which helped maintain the connection and loyalty between brand and consumer. The present study represents an important contribution regarding digital and agile marketing and the importance of the relationship between brand-consumer, namely the consumer's attachment to the brand.

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