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

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.