Author(s): Ghanwa Hafeez
The current study seeks to ascertain the time-varying effects of advertising on brands prior to and during COVID19, as perceived by customers. The researcher is using a primary method in the form of taking surveys from the customers with the help of a questionnaire. The questionnaire is distributed to 280 respondents from which 279 provided proper information. The questionnaire is based on statements related to independent variables (brand image, brand loyalty, brand awareness, brand equity, and customer behavior) and a dependent variable (brand performance). Data analysis was done by SPSS. The sample size is based on 280 responses that have been analyzed using the one-sample t-test technique. It has been shown in the results that all the variables have a positively significant effect on brand performance (the dependent variable).