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100			_aCahakraborty, Anirban
245			_aManaging Adversity: _bBrands and COVID-19: Case
260			_aIndia _bSage _cJun2022
300			_aJun2022, Vol. 47 Issue 2, p106-115. 10p.
440			_aVikalpa: The Journal for Decision Makers
520			_aDuring the same period, 7 European countries, 9 countries in the Asia-Pacific, 12 American (North and South) countries and 19 African countries implemented localized lockdown, whereas 7 countries of the Middle East and North Africa announced a national lockdown ([13]). Keywords: Crisis; Societal Marketing; COVID-19; Brand Response EN Crisis Societal Marketing COVID-19 Brand Response 106 115 10 07/04/22 20220601 NES 220601 THE LOCKDOWN B A b s the unseasonal rain lashed at the picture window of his 42nd-floor apartment in Kolkata, I Srimaan i Ashit thought that the overcast sky aptly reflected the mood all around. Graph: Exhibit 2: Source: Based on fictitious data.[4] Graph Exhibit 3: A Summary of Ashit's Firm's Business as of the Imposition of National Lockdown in India in March 2020.
650			_aBrand Response
650			_aCrisis
650			_aSocietal Marketing
650			_aCase Study
700			_aArora, Swapan Deep
856			_2Online Access _3Managing Adversity: Brands and COVID-19: Case _uhttps://journals.sagepub.com/doi/pdf/10.1177/02560909221105937
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999			_c98196 _d98196