View article

Motivation: The COVID-19 pandemic has changed consumer behaviors spanning all areas of life and signaled a profound and long-term challenge to businesses. Understanding the impact of customers' attitudes toward COVID-19 on the established positive association between customer engagement and customer loyalty is essential for firms' engagement initiatives during this unprecedented time. Premise: This research creates a new vision for the relationship between customers' COVID-19 attitudes and engagement construct and their moderating effects toward customer brand engagement on customer loyalty. Approach: Based on designed surveys, three dimensions of COVID attitude: COVID anxiety, COVID reaction, and COVID trust were extracted using Principal Component Analysis (PCA) and included in Hierarchical Cross-Classified regression models. Results: COVID anxiety and trust are found to …