Therapeutic Servicescapes and Brand Symbolism-Induced Affect: The Moderating Effect of Trait Authenticity

Drawing on research indicating that individuals with trait inauthenticity often experience a diminished sense of meaning in life, this study investigates how vintage-themed therapeutic servicescapes can help restore meaning and enhance consumer well-being. We theorize that perceived brand authenticity (PBA) symbolism is critical in this meaning reconstruction process. Across a survey study, we identify three key antecedents of PBA-symbolism—brand continuity, self–brand attachment, and self-image congruence— and examine their impact on eliciting positive affect and feelings of authentic pride among consumers. Crucially, the results demonstrate that the positive effects of PBA-symbolism on affective outcomes are significant for individuals with low, but not high, trait authenticity, underscoring the moderating role of individual differences. This research contributes to consumer and marketing scholarship by illuminating how therapeutic commercial environments can alleviate the unease stemming from inauthenticity, thereby advancing understanding of when and for whom brand symbolism restores meaning and fosters positive emotional responses. Additionally, the findings offer practical insights into the strategic design and management of therapeutic servicescapes that deliver both consumer well-being and managerially relevant outcomes.