How Authenticity Affects Trust and Loyalty to Brands

Thank you for participating in this survey. The aim is to explore how authenticity influences trust and loyalty toward brands, particularly smaller companies like BillGenie.ie. Your responses will remain completely anonymous, and there are no right or wrong answers — please answer as honestly as possible.


There is an option at the end to enter our raffle for an €100 One4All to say thank you for participating. The draw will take place once the survey closes on the 30th of June 2025. The link to enter this raffle will be available once you have submitted your responses to this survey. 

Before you begin, here are definitions of some key terms used throughout the survey:

  • Authenticity — How genuine, honest, and human a brand feels through its actions, communication, and services.

  • Values — The core principles and beliefs that a brand stands for, such as honesty, fairness, responsibility, or community support.

  • Transparency — Being open and clear about how the business operates. For example, where savings come from or how the company earns money.

  • Emotional connection — Feeling personally connected to a brand. For example, caring about it, trusting it, or feeling that it understands your needs.

  • Ethical business practices — Acting fairly and honestly, including but not limited to honest advertising, clear communication, and contributing positively to the community.

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Consent to Participate in Research

You are invited to take part in a short, anonymous survey as part of my MSc thesis in Digital Marketing Strategy at Munster Technological University (MTU). This research investigates whether underdog branding techniques influence consumers’ perceptions of brand authenticity. Your responses will contribute to a deeper understanding of how these branding strategies shape trust and emotional connection with consumers.

The survey is completely anonymous—no names, email addresses, or any personally identifiable information will be linked to your responses. If you choose to enter the optional prize draw for a €100 One4All voucher, your contact details will be collected separately through the link at the end of the survey. This is to ensure anonymity.

Participation is entirely voluntary and should take approximately 15–20 minutes. By selecting “Yes” below, you confirm that you understand the purpose of the study and consent to participate. If you do not consent, you do not need to proceed. Thank you for your time.

Do you consent to participate in this study?

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