The impact of misinformation on brand management
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https://doi.org/10.17979/redma.2025.29.1.11638Abstract
In today’s digital landscape, misinformation poses a significant threat to brand credibility, undermining reputation and consumer trust. Manipulative practices such as greenwashing may deliver short-term gains but ultimately harm long-term loyalty and brand value. This article examines how ethical branding and transparency strategies can counteract these negative impacts. Using a qualitative approach supported by quantitative data, the study analyses global brand cases to understand the effects of misinformation and the effectiveness of ethical responses. Findings indicate that deceptive tactics damage consumer perception and trust, while transparent and ethical practices enhance credibility and foster sustainable relationships. Consistency between brand values and actions is highlighted as crucial for differentiation in competitive markets. The study concludes that authenticity and corporate responsibility are essential for building trust and loyalty, positioning transparency and sustainability as strategic pillars against misinformation.
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