Brand equity applied to the FMCG industry before and during the covid-19 pandemic: A case study of private label products in Ireland

Authors

• Javier Casanoves-Boix, Universitat de València
• Ana Cruz-Garcia, Department of Marketing and International Business, Munster Technological University, Cork, Ireland; Hincks Centre of Entrepreneurship, Munster Technological University, Cork, IrelandFollow
• Sonia García-Lafuente, Universidad Internacional de Valencia

ORCID

0000-0003-0202-2142

Document Type

Article

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.

Disciplines

Marketing

Publication Details

European Public & Social Innovation Review, Volume 10, 2025

Introduction : This study aims to examine the significance of brand equity in private label products in Ireland, focusing on the period before and during the COVID-19 pandemic. Methodology: The sample consisted of 412 citizens of Cork (Ireland) who normally consume these kinds of products. Five-point Likert scales were used to measure the main elements of brand equity, based on the previous studies found in the literature. IBM-SPSS29 was used as a working tool. Results and discussion: The results show a positive relationship between perceptions of all variables related to brand equity both before and during COVID-19, with perceived quality being the most significant variable. There were also significant differences in mean brand equity before and during the COVID-19 pandemic. However, gender was not found to be an influential factor on mean brand equity and the other variables influencing it. Conclusions: This research, with its focus on empirical evidence, bridges the gap between theoretical concepts and real-world applications, positioning the findings as an important resource for decision-making in the competitive retail landscape.

Abstract

Introduction: This study aims to examine the significance of brand equity in private label products in Ireland, focusing on the period before and during the covid-19 pandemic.

Methodology: The sample consisted of 412 citizens of Cork (Ireland) who normally consume this kind of products. Five-point Likert scales were used to measure the main elements of brand equity, based on the previous studies found in the literature. IBM-SPSS29 was used as a working tool.

Results and discussion: The results show a positive relationship between perceptions of all variables related to brand equity both before and during covid-19, with perceived quality being the most significant variable. There were also significant differences in mean brand equity before and during the covid-19 pandemic. However, gender was not found to be an influential factor on mean brand equity and the other variables influencing it.

Conclusions: This research, with its focus on empirical evidence, bridges the gap between theoretical concepts and real-world applications, positioning the findings as an important resource for decision-making in the competitive retail landscape.

Recommended Citation

Casanoves-Boix, J., Cruz-García, A. and García-Lafuente, S. (2025) «Brand equity applied to the FMCG industry before and during the covid-19 pandemic: A case study of private label products in Ireland», European Public & Social Innovation Review . Spain, 10, pp. 1–20. doi: 10.31637/epsir-2025-1715.