... authenticity perceptions online. Design/methodology/approach 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...

.../implications – This study provides new insights into the research on consumer value and brand relational communication. Originality/value – This study is the first to consider consumer benefits from the social perspective of engagement regimes. Simon Françoise can be contacted at: francoise.simon...