Summary of Study 3 results
| Outcome | Brand (close, Distant) | Formality (informal, formal) | Interaction effect |
|---|---|---|---|
| Sincerity | ** | NS | NS |
| Authenticity | NS | NS | NS |
| Perceived effort | NS | NS | NS |
| Engagement | NS | NS | NS |
| WOM | *** | NS | * |
| Brand attitude | *** | NS | ** |
| Purchase intention | *** | NS | ** |
| Outcome | Brand (close, Distant) | Formality (informal, formal) | Interaction effect |
|---|---|---|---|
| Sincerity | |||
| Authenticity | |||
| Perceived effort | |||
| Engagement | |||
| Brand attitude | |||
| Purchase intention |
NS = not significant; *** significant at < 0.001; ** significant at < 0.05; * significant at < 0.10
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.