A Study of Brands and Consumers’ Relationship Towards Cognitive Interdependence in the Saudi Market
A Study of Brands and Consumers’ Relationship Towards Cognitive Interdependence in the Saudi Market

Summary/Abstract: COVID-19 has had a drastic effect on human lives on this planet. As a result, a bizarre phenomenal change has occurred in the way consumers react to their preferred brands, thus forcing Marketers to rethink and redesign their marketing plans accordingly. Whether buying patterns will remain stable or further change, is overtly nascent to predict. Digitalization during the COVID-19 era has had a behavioral transformation in the way companies and customers respond to the perceived vanities of life, resulting in changes in market dynamics, market competitiveness, and the larger economic indices during the post-COVID era, which is today. The business landscape around the world has metamorphosed dramatically. Marketers today have an uphill task, especially in understanding cognitive interdependence and consumer psychology, particularly concepts of consumer satisfaction, loyalty, preference, and brand love. This research explores how ‘Cognitive Interdependence’ influences the consumer buying decision of a given brand in the Saudi market. As far as research suggests, the impact of cognitive interdependence on brand perception within the Saudi market remains unexplored. Hence, this study has been conducted to give an innovative perspective to underpin a brand’s life cycle (post-COVID-19) vis-a-vis consumer sentiments and the depth of the process of determining Brand Fidelity.

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