The more authentic the expression was Country Email List 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 with the statement 'To save the climate, our livestock Country Email List must be reduced'. In this study, the attitude towards Marqt was generally more positive in response to the statement than towards SPAR. differences in assessment of authenticity for Marqt Country Email List and SPAR Figure 5: Average scores on a 7-point scale.
Broken down into above average (n=80), average (n=122) and Country Email List below average (n=110) on authenticity. Here it can be seen that the more authentic the message is experienced, the stronger the positive effect of brand activism. Going against Country Email List expectations can have a major impact on society The results show that if a brand stays true to itself, it gets a greater positive response from consumers because the statement is considered Country Email List authentic. In that sense, it is 'safer' for a naturally progressive and socially engaged brand to display Country Email List brand activism. In the BSR model, brands with the same character as Marqt are often seen as the innovators.
They often attract consumers who themselves Country Email List have an adventurous character, are open to innovation and are prepared to take risks. The somewhat BSR 'greener' personality, on the other hand, is looking for safety and security. This is the opposite of this. From a commercial perspective, it is therefore not advisable for a brand to make a 180-degree Country Email List turnaround and come up with a position that can surprise or even shock customers. From a social impact perspective it is interesting to consider the fact that a little commotion can bring about change Country Email List in places that are otherwise entrenched. In this case, SPAR would most likely face resistance and surprise if the company (virtually) removes meat from its range. But the statement does get extra weight. It shows that the brand is willing to take risks.