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Apple’s Tax Affairs Have Not Shaken its Loyal Customer Base
By: The Drum
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Last week Apple was ordered by the EU to pay around €13bn (£11bn) in back taxes in Ireland. This news led to a wave of negative press for the tech giant. But has this story damaged the company’s public perception?

The BrandIndex buzz score measures whether people have heard anything positive or negative about a brand in the previous two weeks. As may be expected, the general public have seen and heard a lot of negative coverage about Apple in the past fortnight, with its score going from positive territory (5.7) to negative (-2.9).

Yet despite falling by 8.6 points in 10 days, this is not even the brand’s lowest buzz score in the past two years. Back in October 2014, when its tax affairs were previously in the news, it saw scores of -14.4, but it quickly recovered.

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About the Author
This article was published by The Drum. A link to the original appears at the end of this post. www.thedrum.com
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