Based on their experiments, the researchers suggest marketers feature a combination of two brand characteristics to establish shopper perceptions of authenticity:
- Congruity. Ensure that all marketing messages are consistent with what the brand represents. Considering a brand of sunglasses advertised for use on the beach, high congruity was established using text and images about sailing races and surfing plus a list of water-sport athletes as being sponsored by the brand. Another group of study participants were instead presented marketing messages concerning ski races and cross-country skiing plus sponsorship of a list of winter snow events. This second group judged this beach-focused sunglasses brand to be less authentic and, compared to the high-congruity group participants, were less likely to express interest in purchasing the brand.
- Intrinsic motivation. Describe how the people responsible for brand items are chiefly motivated by pride in quality. In the studies, high intrinsic motivation for a brand of chocolates—a hedonic item—was established with marketing text like, “We started making chocolates because of the enjoyment that we feel knowing that we are creating a delicious treat,” and low intrinsic motivation with text like, “We are committed to fulfilling consumer needs because we want to increase market share and reach new heights.” Study participants’ ratings of brand authenticity and actual choice of the brand were stronger when associated with high intrinsic motivation marketing. Data analysis indicated this was because the authentic brand was judged to be of higher quality. Parallel results were obtained when the product considered by study participants was a hand sanitizer—a utilitarian item.
In my email exchange about the studies with Prof. Jessica Rixom, the principal researcher, she asked that I emphasize there is an interaction between congruity and motivation: “To be perceived as authentic, brands need to be seen as both congruent and intrinsically motivated. Congruity isn’t enough on its own (i.e., congruent but extrinsically motivated) and neither is an intrinsic motivation (i.e., intrinsic motivation but incongruent).”
Along with projecting authenticity, don’t project inauthenticity. Inauthenticity is generated when the brand meaning shifts. This triggers suspicions of moral failings. As a consequence, consumers experience betrayal and express contempt.
Along with projecting authenticity, don’t project inauthenticity. Inauthenticity is generated when the brand meaning shifts. This triggers suspicions of moral failings. As a consequence, consumers experience betrayal and express contempt.
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