This is further apart from the character of a brand that UAE Mobile Number Database wants to bring about system change. If we plot this in our BSR model , the following picture emerges (see Figure 1): two brands that represent almost opposite value patterns and connect with customer groups with somewhat contrasting lifestyles. Red stands for UAE Mobile Number Database progressiveness, curiosity and the urge for freedom and self-development. Green, on UAE Mobile Number Database the other hand, feels more comfortable with certainty, security and safety. Spar and Marqt Figure 1: Positioning Marqt and SPAR in BSR model The values behind the BSR model Figure 2: The values behind the BSR model.
May 2021, we divided n=300 respondents into two UAE Mobile Number Database 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 UAE Mobile Number Database this statement came from SPAR/Marqt. In this statement, both supermarkets adopt a statement about meat consumption. We asked both groups of respondents to what extent they UAE Mobile Number Database 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 SPAR (see figure 4). statement Figure 3: The statement that both SPAR and Marqt took Figure 4 shows.
According to respondents, the supermarkets UAE Mobile Number Database 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 checked the possible influence of characteristics such as familiarity, whether or not a customer and attitude UAE Mobile Number Database to the theme when analyzing the results. It turned out that these factors were not the driving force in explaining the results. Statement Figure 4: differences in 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 the brand The research shows UAE Mobile Number Database that authenticity plays an important role in positive outcomes for the brand that makes a statement in a social discussion.