Post-Pandemic Global Consumer Loyalty Trends

doi:N/A

eISSN: None / ISSN: 1010-7347

Journal of International Marketing and Marketing Research

2023, Volume 1, Issue 1 : 1-6

Research Article

Post-Pandemic Global Consumer Loyalty Trends

Amelia R. Kwon

Mohammed A. Siddique

Elena Vasquez

Department of Global Consumer Psychology, University of Toronto, Canada

School of International Marketing & Data Systems, Indian Institute of Business Research, India

Centre for Global Retail & Digital Commerce, University of Barcelona, Spain

Abstract

The COVID-19 pandemic permanently reshaped global consumption behavior and brand loyalty. Disruptions in supply chains, financial uncertainty, remote work, and accelerated digitization altered how consumers evaluate trust, convenience, price sensitivity, and brand commitment. This research examines post-pandemic loyalty determinants across regions, analyzing how digital adoption, sustainability expectations, subscription ecosystems, omnichannel convenience, and emotional brand connections influence long-term loyalty. Using conceptual frameworks, hypothetical datasets, and cross-regional segmentation, the study proposes a revised model of post-pandemic loyalty emphasizing resilience, accessibility, and value alignment. Findings suggest loyalty has shifted from brand-centric to experience-centric, driven by personalization, digital trust, ethical branding, and hybrid shopping journeys.

Keywords

Post-Pandemic Consumer Behavior

Brand Loyalty

Digital Commerce

Omnichannel Retailing

Behavioral Shifts

Global Marketing

License

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

All papers should be submitted electronically. All submitted manuscripts must be original work that is not under submission at another journal or under consideration for publication in another form, such as a monograph or chapter of a book. Authors of submitted papers are obligated not to submit their paper for publication elsewhere until an editorial decision is rendered on their submission. Further, authors of accepted papers are prohibited from publishing the results in other publications that appear before the paper is published in the Journal unless they receive approval for doing so from the Editor-In-Chief.

J. Int. Mark. Mark. Res. open access articles are licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. This license lets the audience to give appropriate credit, provide a link to the license, and indicate if changes were made and if they remix, transform, or build upon the material, they must distribute contributions under the same license as the original.

Recommended Articles

Strategies of Heritage Brands in Globalization

Clara E. Montgomery,

Arif Uz Zaman,

Mei-Ling Zhou

1-9

Cultural Dimensions and Digital Purchasing Behavior

Ethan R. Wallace,

Samina Khatun,

Hiroshi Tanaka

1-7

Emotion-Driven Buying Patterns Across International Markets