Apr 28, 2022
In General Discussion
In May 2021, we divided n=300 respondents into two USA Phone Number List groups. Group 1 saw the existing brand story of SPAR and group 2 saw the existing brand story of Marqt. We then showed both groups the same statement, stating that this statement came from SPAR/Marqt. In this statement, both supermarkets adopt a statement about meat consumption. We asked both USA Phone Number List groups of respondents to what extent they thought this fit with the brand. The results of these statements were used to create an authenticity scale. In the study, we saw that the statement was seen as more appropriate for Marqt than for USA Phone Number List SPAR. Figure 4 shows how, according to respondents, the USA Phone Number List supermarkets scored on the authenticity of the statement. Respondents more often (completely) disagreed that the statement from SPAR is authentic. On the basis of background USA Phone Number List characteristics, we also checked the possible influence of characteristics such as familiarity, whether or not a customer and attitude to the theme when analyzing the results. It turned out that these factors were not the driving force in explaining the USA Phone Number List results. The research shows that authenticity plays an important role in USA Phone Number List positive outcomes for the brand that makes a statement in a social discussion. The more authentic the expression was experienced, the more strongly a consumer identifies with the brand, sees the brand as an attractive employer, is willing to spread positive word of mouth and is loyal to the brand (Figure 5). Regardless of whether someone agrees or disagrees USA Phone Number List with the statement 'To save the climate, our livestock must be reduced'. In this study, the attitude towards Marqt was generally more positive in response to the statement than towards USA Phone Number List SPAR.