This paper aims to study the contemporary retail environment that is characterized by online exchanges and an increasing desire for authentic brands. It systematically demonstrates how relational marketing efforts are helpful in affecting brand authenticity perceptions online.
Through one randomized field experiment and four controlled lab experiments, this paper demonstrates the positive effect of written relational communication on perceived brand authenticity, reveals the underlying mechanism and outlines some boundary conditions.
The findings show that receiving written relational communication from an online retailer strengthens brand authenticity perceptions by evoking feelings of perceived warmth and perceived effort. However, the effects unfold conditionally depending upon the dominant regulatory focus of the consumer.
While this work demonstrates the positive effect of written relational communication on brand authenticity perceptions, the authors believe that this effect cannot be infinitely linear. Future researchers may explore the ideal point of this positive effect.
This paper offers practical implications for marketers and brand managers in the online context. Using written relational communication in online retailing is an operable strategy to enhance brand authenticity perceptions. The findings hold special significance for retailers operating online or aiming for cross-cultural penetration online.
Online exchange is seen devoid of warmth and personal touch. In response, this paper not only demonstrates the strength of written relational communication efforts by the online retailer in evoking feelings of perceived warmth and perceived effort but also demonstrates how such affective states can be leveraged to affect brand authenticity perceptions.
