Marketing by Contingency in the Time of COVID-19 Overcoming Business Crises and Meeting Marketing Challenges

1. Alexa, Show Some Empathy: Personified Brands Failing to Engage Customers During COVID-19

Juan Bernardo Amezcua Nuñez

2. Brand Engagement in Consumers’ Lives During COVID-19 Times

Claudia Quintanilla

3. Marketing in a Box: Resilient Strategies Amid the Crisis

Alicia de la Peña

4. Influencer Marketing in an Uncertain Economic Climate: A Wasted Opportunity

Isabel Morteo

5. “It’s Not Panic, I’m Just Getting Prepared”: Exploring Changes in Consumer Behavior During the COVID-19 Pandemic

Teresa Treviño

6. Trust Me! Building Consumers’ Trust During the COVID-19 Pandemic

Flor Morton

7. How Restrictive Conditions Require Marketing Decisions Based on Analytics and Predictive Modeling: A Description of Two Cases

Juan Ignacio Gonzalez Espinosa

8. Black Swan Instinct: Emerging Trend Models of Consumer Behavior

Ana Zavala-Parrales and Ana Ruiz-Medina

9. The Role of Internal Marketing During the COVID-19 Crisis

Eva M. Guerra-Leal, Nancy B. Ortiz, and Raúl Ruiz

10. Adapting Marketing Channels During COVID-19

Gloria Camacho

11. Omnichannel Strategies in Retail Places: How Consumers Changed Their Shopping Routines During the Pandemic

Ena Yuritze Barón López

12. Strategies for Nonprofit Organizations in Contingency Environments

Cecilia Isabel Calderón-Valencia

Biography

Alicia de la Peña, PhD, is a full-time Research Professor in the School of Marketing at Autonomous University of Coahuila, Mexico. Her research has been funded by the Mexican Secretary of Education. Her work has been published in the International Journal of Consumer Studies, the Journal of Nonprofit and Public Sector Marketing, and the International Journal of the Built Environment and Asset Management, and she has also published several books. Dr. de la Peña is also a consultant in digital marketing strategies. She is a member of the National System of Researchers in Mexico (SNI) and the American Marketing Association (Mexico City Chapter). Dr. de la Peña’s research interests include consumer behavior, consumer well-being, consumer health, and the use of social networks. Dr. de la Peña earned her PhD in Business Administration from EGADE Business School within the marketing/responsible consumer behavior research track. She earned a master’s in business administration from Universidad Iberoamericana (2001) and graduated with honors from Tecnologico de Monterrey completing a BA in Marketing.

Bernardo Amezcua Nuñez, PhD, is a full-time Professor in the School of Marketing at Autonomous University of Coahuila, Mexico. He is a member of the National System of Researchers in Mexico (SNI). He also contributes as Associate Editor to the international academic journal Ciencias Administrativas, Teoria y Praxis. He received the Mexico ANUIES National Award 2018 for innovation in teaching practice, intended to recognize teachers who throughout their professional career have been distinguished by performance innovation of high academic quality. He also has been given a best teacher award by Tecnologico de Monterrey in 2018. His research interest focuses on responsible consumer behavior and related topics, such as corporate/university social responsibility, social entrepreneurships, and the sharing economy, about which he has published more than 60 investigations, including 12 papers in international indexed journals and 16 book chapters. He is a business consultant in branding and market research. Dr. Amezcua earned his PhD in Business Administration from EGADE Business School within the marketing/responsible consumer behavior research track.