An investigation into the effect of employee-driven service encounters on perceived brand authenticity

Abstract

This study investigated the role of Italtile Retail (Pty) Ltd employees and their effect on the brand’s perceived authenticity. In our postmodern market, brand authenticity forges deeper connections with consumers and proves to be a more effective contributor to perceived brand authenticity than impersonal mass marketing. Building on a comprehensive literature review, the researcher identified specific brandcongruent cues delivered by service employees in the retail environment that affected perceived brand authenticity. In this study, a quantitative methodology was used to capture consumer perceptions of the authenticity of the Italtile brand. The results demonstrate that perceived brand authenticity can be affected by the identified cues delivered by employees (appearance, rapport, familiarity, motivation, language use, humour, and communication). Moreover, employee-driven service encounters positively affected perceived brand authenticity, which in turn positively influenced consumer advocacy (word-of-mouth and emotional brand attachment). In sum, the results regarding the effect of employee-driven service encounters on perceived brand authenticity demonstrate the importance of identifying and analysing specific brand-congruent cues in the retail environment. The identified cues can be altered by brand managers to increase brand authenticity and resonance.