Authenticity in small businesses: exploring the consequences of brand authenticity

Purpose Although small businesses are important to the economy, few studies have examined how the small restaurant experience influences customer behavior. Thus, the purpose of this study is to develop a model and examine the influence of small restaurant attributes (i.e. authenticity) on customers’ positive attitudes and behavior. Design/methodology/approach Using 181 responses from customers of small restaurants, this study examines how the dimensions of authenticity (i.e. continuity, credibility, integrity, and symbolism) affect customers’ positive behavioral intentions through emotional attachment. Findings The results of partial least squared–structural equation modeling demonstrate that customer perceptions of symbolism, credibility, and integrity in their experience at a small restaurant influence their attachment, which in turn influences both their word of mouth and revisit intentions. However, continuity has no significant effect on customers’ emotional attachment to service providers. Also, the effects of authenticity on customer behavior vary across demographic categories. Originality/value With increasing competition in the small business context, service providers seek to understand how to create positive customer patronization behavior. This study provides guidelines for small business owners who are developing marketing strategies.