Corporate brands encourage marketing staff to give symbolic significance to products and services. Therefore, marketing staff devote a lot of time and energy to their own brand image construction through strategic brand management. However, some brand touches do not conform to usual practice of brand positioning strategy, for example, services contact between frontline staff and consumers, and existing literature lacks related empirical study. Through two experiments, this paper discusses the effects of the congruence between employee communication behavior and brand personality on consumers’ brand attitudes, and tests the mediated role of information-processing fluency in the relationship above and the moderating role of product involvement in the relationship above. Experiment one shows that the interaction between employee communication behavior and brand personality affects consumers’ brand attitudes and information-processing fluency plays a partial mediated role. Experiment two further confirms that with lower product involvement, the congruence between employee communication behavior and brand personality has a positive effect on consumers’ brand attitudes. The conclusions enrich empirical study on the relation between employee communication behavior and brand construction in services touch, and provides reference for employee training and the improvement of consumers’ brand attitudes.