Literature Review on Consumer Behavior with Various Aspects of Branding

The consumer buying behavior have changed exceptionally and is in transformation during Covid times in this digital environment. Across the world, consumer behavior and branding have always been an ever-developing topic in marketing. The pandemic has brought changes in modern consumer’s needs and their attitude about different brands. It is essential for the marketers to understand more about the changing behavior of their existing, as well as their potential customers. In this direction, this research explores the dominant topics being published on consumer behavior and branding at the time of Covid pandemic. A collection of published articles through a major database - Scopus was done, then through the synthesis of those articles, the final articles were identified. A systematic review of nearly 150 research articles from 7 reputed marketing journals on consumer behavior and branding have been analyzed. The four dominant themes that emerged were attitude structure, consumer purchase and choice, going local, and purchase loyalty. The outcome of this present research would cast light on the emerging topics on consumer behavior and branding that would generate a better understanding on the subject for academicians and practitioners alike.