header

Articles

Vol. 1 No. 1 (2026): July 2026

The Resilience of Brand Equity through Brand Image and Brand Trust during Global Disruption: A Systematic Literature Review (2020-2021)

Submitted
July 12, 2026
Published
2026-07-16

Abstract

This research investigated the critical interplay between brand image and brand trust during the 2020-2021 period, characterized by the COVID-19 global pandemic. Utilizing a Systematic Literature Review (SLR) method, this study synthesized findings from 29 highly relevant peer-reviewed academic journals to understand how consumer behavior shifted when physical market interactions were restricted. The study examined the mechanisms through which digital marketing, electronic Word of Mouth (eWOM), and social media marketing acted as catalysts for building brand equity in high-uncertainty environments. Results indicated that brand image served as the fundamental cognitive antecedent that allowed brand trust to develop, which subsequently functioned as the primary risk-mitigation tool for purchase intention and long-term loyalty. Statistical synthesis across various sectors, including aviation, e-commerce, and green cosmetics, confirmed that brand trust significantly mediated the relationship between brand associations and consumer decision-making. The findings concluded that in a sluggish economy, companies must prioritize transparency and digital reputation management to bridge the trust gap created by limited physical contact. These insights provided a strategic roadmap for managerial resilience during global health crises..

References

  1. E. J. W. Wahyudi and S. Sudarmiatin, “The Existence of Digital Marketing in Supporting Brand Awareness and Consumptive Behavior: A Review with Systematic Literature Review (SLR) Method,” Int. J. Business, Law, Educ., vol. 5, no. 1, pp. 1251–1260, 2024, doi: 10.56442/ijble.v5i1.551.
  2. T. Maharani and S. Wahyuni, “The Effect of Service Quality and Brand Image in the Air Cargo Industry on Customer Satisfaction and Loyalty of PT Garuda Indonesia (Persero) Tbk,” in Proceedings of the International Conference on Business and Engineering Management (ICONBEM 2021), 2021, vol. 177, pp. 71–83. doi: 10.2991/aebmr.k.210522.011.
  3. L. Sanny, A. N. Arina, R. T. Maulidya, and R. P. Pertiwi, “Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust,” Manag. Sci. Lett., vol. 10, pp. 2139–2146, 2020, doi: 10.5267/j.msl.2020.3.023.
  4. A. Febrin, W. Y. Putri, E. B. Setiawan, and E. P. Perwitasari, “The Role of Customer Trust In Mediating The Influence of Brand Image and Brand Awareness on Purchase Intention in Indonesia Airasia E-Business Implementation,” Adv. Transp. Logist. Res., vol. 3, no. Asia, pp. 178–187, 2020.
  5. Juliana, R. Pramono, S. Maleachi, I. Bernarto, and A. Djakasaputra, “Investigation Purchase Decision Through Brand Trust, Brand Image, Price, Quality of Product: A perspective Service Dominant Logic Theory,” Kontigensi J. Ilm. Manaj., vol. 9, no. 1, pp. 51–59, 2021.
  6. K. L. Keller, “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” J. Mark., vol. 57, no. 1, p. 1, Jan. 1993, doi: 10.2307/1252054.
  7. C. C. Widayati, “The Influence of Brand Awareness, Brand Image, and Service Quality Inflight Catering on Saudi Consumer Satisfaction Arabian Airlines,” J. Mark. Consum. Res., vol. 71, pp. 1–11, Sep. 2020, doi: 10.7176/JMCR/71-01.
  8. R. M. Morgan and S. D. Hunt, “The Commitment-Trust Theory of Relationship Marketing,” J. Mark., vol. 58, no. 3, p. 20, Jul. 1994, doi: 10.2307/1252308.
  9. M. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, “A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks,” Sage, p. 165, 2017.
  10. S. Susanti, I. Sawaki, Y. Octora, and A. Primadi, “PENGARUH PERCEIVED VALUE, BRAND IMAGE TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER ENGAGEMENT SEBAGAI VARIABEL MEDIASI (STUDI PADA PELANGAN INDIHOME PT. TELKOM MANADO),” JMBI UNSRAT (Jurnal Ilm. Manaj. Bisnis dan Inov. Univ. Sam Ratulangi)., vol. 7, no. 3, pp. 458–466, Jan. 2021, doi: 10.35794/jmbi.v7i3.31526.
  11. A. Rahman, “Brand Image, eWOM, Trust and Online Purchase Intention of Digital Products among Malaysian Consumers,” J. XI’AN Univ. Archit. Technol., vol. XII, no. III, pp. 4935–4946, Mar. 2020, doi: 10.37896/JXAT12.03/452.
  12. N. Andrianto and A. Y. A. Fianto, “Brand image among the purchase decision determinants,” J. Stud. Komun. (Indonesian J. Commun. Stud., vol. 4, no. 3, p. 700, Nov. 2020, doi: 10.25139/jsk.v4i3.2546.
  13. Z. A. L. S. Arifin, U. Sumarwan, and M. Najib, “The Influence of Marketing Mix on Brand Image, Motivation and Students Decision to Choose Graduate Studies of IPB University,” J. Consum. Sci., vol. 5, no. 2, pp. 139–156, Aug. 2020, doi: 10.29244/jcs.5.2.139-156.
  14. M. Aulianda, “PENGARUH BRAND EXPERIENCE DAN BRAND IMAGE TERHADAP WILLINGNESS TO PAY A PRICE PREMIUM DENGAN BRAND LOVE SEBAGAI VARIABEL INTERVENING (Studi Pada Pemilik Mobil Merek Honda HRV di Samarinda),” J. Ris. Entrep., vol. 3, no. 2, p. 71, Aug. 2020, doi: 10.30587/jre.v3i2.1475.
  15. M. Falsafani, “Pengaruh Self-Image Congruence Terhadap Brand Association, Perceived Quality, Brand Trust, dan Brand Loyalty Pada Milenial Di Indonesia,” J. Manaj. Dan Bisnis Indones., vol. 6, no. 1, pp. 1–11, 2020.
  16. A. P. Graciola, D. De Toni, G. S. Milan, and L. Eberle, “Mediated-moderated effects: High and low store image, brand awareness, perceived value from mini and supermarkets retail stores,” J. Retail. Consum. Serv., vol. 55, no. April, p. 102117, Jul. 2020, doi: 10.1016/j.jretconser.2020.102117.
  17. W. Wan Jasni, M. Jamaluddin, and M. Hanafiah, “Online travel agencies(OTAs) e-service quality, brand image, customer satisfactionand loyalty,” J. Tour. Hosp. Culin. Arts, vol. 12, no. 2, pp. 96–111, 2020.
  18. H. Muharam, H. Chaniago, and A. Bin Harun, “E-Service Quality, Customer Trust & Satisfaction: Market Place Consumer Loyalty Analysis,” J. Minds Manaj. Ide dan Inspirasi, vol. 8, no. 2, pp. 237–254, 2021, doi: 10.24252/minds.v8i2.23224.
  19. R. Prasetia and T. Y. R. Syah, “Impact of web design, assurance, customer service and brand image on intention to adopt internet banking and customer loyalty at Bank Central Asia (BCA),” Int. J. Econ. Bus. Account. Res., vol. 4, no. 1, pp. 291–298, 2020, [Online]. Available: http://jurnal.stie-aas.ac.id/index.php/IJEBAR
  20. F. S. P. Putra, N. Qomariah, and D. Cahyono, “Impact of Brand Awareness and Brand Image, Perceptions of Quality on Purchasing Decisions,” J. Sains Manaj. Dan Bisnis Indones., vol. 10, no. 2, pp. 271–278, 2020, [Online]. Available: http://jurnal.unmuhjember.ac.id/index.php/SMBI/article/view/4126
  21. M. A. Surianto, M. Setiawan, S. Sumiati, and S. Sudjatno, “Cause-related marketing campaigns and repurchase intentions: The mediating role of brand awareness, consumer attitude and corporate image,” Manag. Sci. Lett., vol. 10, no. 14, pp. 3235–3242, 2020, doi: 10.5267/j.msl.2020.6.015.
  22. S. Sutiyati, H. Welsa, and A. Lukitaningsih, “Pengaruh Social Media dan Brand Image Terhadap Purchase Decision Melalui Buying Interest,” J. Ecodemica J. Ekon. Manajemen, dan Bisnis, vol. 4, no. 2, pp. 264–274, Sep. 2020, doi: 10.31294/jeco.v4i2.8223.
  23. O. Usman and Y. Aryani, “The Effect of Brand Ambassador, Brand Image, Product Quality, and Price on Purchase Intention,” SSRN Electron. J., 2019, doi: 10.2139/ssrn.3511672.
  24. N. L. G. S. D. Astuti, I. G. D. S. A. Widhyadanta, and R. J. Sari, “PENGARUH BRAND IMAGE DAN BRAND AWARENESS LAZADA TERHADAP KEPUTUSAN PEMBELIAN ONLINE,” E-Jurnal Ekon. dan Bisnis Univ. Udayana, vol. 4, p. 897, Oct. 2021, doi: 10.24843/EEB.2021.v10.i10.p07.
  25. S. M. Dam and T. C. Dam, “Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty,” J. Asian Financ. Econ. Bus., vol. 8, no. 3, pp. 585–593, 2021, doi: 10.13106/jafeb.2021.vol8.no3.0585.
  26. I. A. P. R. Dewi, I. K. S. Sapta, and P. Kepramareni, “Analysis of IKM Perceptions on The Role of Events to Moderate the Influence of Product Quality and Product Value on Brand Image (Study on Denpasar Festival),” Asia Pacific J. Manag. Educ., vol. 4, no. 2, pp. 85–94, Jul. 2021, doi: 10.32535/apjme.v4i2.1148.
  27. I. Irhandi, A. A. P. Agung, and I. Sapta, “The Effect on Product Quality and Promotion on the Brand Image in Realizing the Brand Loyalty Hatten Wines in Denpasar,” Int. J. Sustain. , Educ. Glob. Creat. Econ., vol. 4, no. 2, pp. 58–72, 2021, doi: https://doi.org/10.1234/ijsegce.v4i2.174.
  28. S. Mya Thwe, H. Nezakati, M. Augustine Lafontaine, and A. Hossein Nezakati, “Proposing Influencing Factors to Increase Purchase Intention Through Sustainable Brand Trust in the Green Cosmetics Context,” J. Mark. Manag. Consum. Behav., vol. 3, no. 3, pp. 59–72, 2021.
  29. A. Purwanto, M. G. Haque, D. Sunarsih, and M. Asbari, “The Role of Brand Image, Food Safety, Awareness, Certification on Halal Food Purchase Intention: An Empirical Study on Indonesian Consumers,” J. Ind. Eng. Manag. Res., vol. 2, no. 3, pp. 42–52, 2021, doi: https://doi.org/10.7777/jiemar.v2i3.144.
  30. J. Rivai and Zulfitri, “The Role of Purchasing Decisions Mediating Product Quality, Price Perception, and Brand Image on Customer Satisfaction of Kopi Janji Jiwa,” J. Bus. Manag. Stud., vol. 3, no. 2, pp. 31–42, Jul. 2021, doi: 10.32996/jbms.2021.3.2.4.
  31. F. E. V. Setio Putri and M. Tiarawati, “The Effect of Social Media Influencer and Brand Image On Online Purchase Intention During The Covid-19 Pandemic,” Ilomata Int. J. Manag., vol. 2, no. 3, pp. 163–171, Jul. 2021, doi: 10.52728/ijjm.v2i3.261.
  32. R. M. Sirait, “The influence of local brand image and product quality on customer loyalty at PT. Sinar Menara Deli Medan,” J. Glob. Manaj., vol. 10, no. 1, p. 38, Aug. 2021, doi: 10.46930/global.v10i1.1133.
  33. C. C. Widayati et al., “The Effect of Green Marketing, Brand Image, And Service Quality on The Decision to Stay at Greenhost Boutique Prawirotaman Yogyakarta,” New Media Mass Commun., vol. 99, pp. 38–46, Nov. 2021, doi: 10.7176/NMMC/99-05.
  34. S. Yasmin, I. N. Trisnanisa, E. B. Setiawan, and D. Antony, “Building a Green Brand Image to Increase Customer’s Decision-Making Through Green Design and Enviromental Concerns,” in Advances in Transportation and Logistics Research, 2021, vol. 5778, pp. 281–292.

Downloads

Download data is not yet available.