Date of this Version
Published in Journal of Business Research 114 (2020) 111–123
In this manuscript, we investigate the central role of perceived frontline service employee (FSE) authenticity and the process by which it impacts purchase intentions, taking into account the represented brand's authenticity. While brand authenticity has previously been shown to enhance consumer outcomes, we ﬁnd that FSE authenticity is a separate signiﬁcant predictor of purchase intentions. Further, we ﬁnd that FSE authenticity enhances purchase intentions by increasing perceived trust and perceived quality. However, this ﬁnding only holds for brands that do not emphasize their authenticity, indicating that brand managers should diﬀerentially emphasize FSE authenticity based on their brand's positioning. Furthermore, we investigate the robustness of these eﬀects across both experience and credence services, and ﬁnd that FSE authenticity is especially important in credence service contexts.
Advertising and Promotion Management Commons, Business Administration, Management, and Operations Commons, Business and Corporate Communications Commons, Marketing Commons, Organizational Behavior and Theory Commons, Sales and Merchandising Commons