The method In May 2021, we divided n=300 respondents Telemarketing List into two 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 Telemarketing List came from SPAR/Marqt. In this statement, both supermarkets make a statement about meat consumption. We asked both groups of respondents to what extent they thought this Telemarketing List fit with the brand. The results of these statements were used to create an authenticity scale.
In the study, we saw that the statement Telemarketing List was seen as more appropriate for Marqt than for SPAR (see figure 4). statement Figure 3: The statement that both SPAR and Marqt took Figure 4 shows how, according to respondents, the 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 characteristics, we also Telemarketing List 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 Telemarketing List not the driving force in explaining the results.
Statement Figure 4: differences in Telemarketing List assessment of authenticity for Marqt and SPAR (Together these statements make the variable 'degree of authenticity') The more authentic the message, the stronger the positive attitude towards Telemarketing List the brand The research shows that authenticity plays an important role in 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 Telemarketing List employer, is willing to spread positive word of mouth and is loyal to the brand (Figure 5).