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This study tries to explain how brand authenticity is differently formed according to the type of service employee, such as robot service employees versus human service employees. The results of the data analysis show that the types of perceived value, such as utilitarian and hedonic values, positively affect brand authenticity. In addition, it was also found that the brand authenticity aids in enhancing brand satisfaction and brand preference, which have a positive influence on brand loyalty. Lastly, this study found that the type of service employee plays a moderating role in the relationship between utilitarian value and brand authenticity.

The antecedents and consequences of brand authenticity in the restaurant industry: robot service employees versus human service employees