Perceived Employee's Authenticity - What Is It? How Can It Be Measured? Does It Affect Customer Behavior?

Kristine Fritz, University of Basel, Switzerland
Verena Schoenmueller, University of Basel, Switzerland
Manfred Bruhn, University of Basel, Switzerland
Customers increasingly demand authenticity in the behavior they experience. Past research focuses on employee’s self-reported authenticity and employee’s authentic emotional display. Due to the rising need for authenticity in consumption processes, the present study aims to conceptualize and operationalize the customer’s perception of authentic employees.
[ to cite ]:
Kristine Fritz, Verena Schoenmueller, and Manfred Bruhn (2015) ,"Perceived Employee's Authenticity - What Is It? How Can It Be Measured? Does It Affect Customer Behavior?", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 526-526.