l and influencer Kendall Jenner. The Country Email List commercial Country Email List was widely criticized , was quickly withdrawn, and Pepsi apologized for it. The brand has been accused of woke washing because there is no supporting evidence of Country Email List genuine involvement in this theme. According to researchers Vredenburg et al. (2020), authenticity is about preserving the brand Country Email List essence. It must be clear that the Country Email List statement stems from intrinsic motivation and genuine involvement. This can only be achieved by staying consistent in your core message and actions, building credibility over time. Two supermarkets with the same statement about meat consumption The Country Email List MarketResponse.
Survey looked at the importance of authenticity Country Email List and a match between existing brand identity and point of view. We selected the two existing brands Marqt and SPAR. Marqt is a small supermarket chain that is mainly active in the Country Email List larger cities. The supermarket brand aims to positively influence people's consumption behavior by Country Email List selling sustainable products. On the About Us page, Marqt takes an activist approach: “The current food system harms our environment and the quality of our food. It has to change, but our Country Email List system is pretty stuck: only together can we get it moving”. Social mission is woven into Marqt's identity. That the brand is not satisfied with the status quo is immediately clear from the first meeting.
SPAR is a Dutch supermarket chain with stores Country Email List all over the world. The brand positions itself as the center of the neighborhood and a supermarket where everything can be found. Words such as convenience, cosy, enjoy and friendliness come to the fore. This is further apart from the character of a brand that wants to bring about system Country Email List 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 Country Email List contrasting.