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CHAPTER 3 -
BRANDS ENGAGING IN TRAUMATIC PANDEMIC SOCIETAL ISSUES AND CAUSES OF MISINFORMATION
INTRODUCTION
“Businesses who are acting like nothing has changed, and not acknowledging the current crisis, may well see a change in consumer loyalty and brand perception.” Drapers (2020). 2020 has bought an array of different major societal issues and it is important to understand how consumers feel about brands who do address the big issues. Misinformation around a brand can generate a negative perception making it vital to know how to control and, at times, correct it.
