The role of product authenticity and brand experience in customer satisfaction: A case study of imperial delicacy in Vietnam's F&B market
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F25%3A63599979" target="_blank" >RIV/70883521:28120/25:63599979 - isvavai.cz</a>
Result on the web
<a href="https://jcsdcb.com/index.php/JCSDCB/article/view/1269" target="_blank" >https://jcsdcb.com/index.php/JCSDCB/article/view/1269</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
The role of product authenticity and brand experience in customer satisfaction: A case study of imperial delicacy in Vietnam's F&B market
Original language description
This research investigates the impact of product authenticity and brand experience on customer satisfaction within Vietnam's F&B sector, using Imperial Delicacy as a representative case. The study further examines how perceived value moderates these relationships. Using quantitative methods, we gathered data from 385 consumers across major Vietnamese urban centers and analyzed responses using SPSS, including reliability assessment, factor analysis, and regression modeling. Findings demonstrate substantial positive effects: product authenticity (β = 0.66) and brand experience (β = 0.61) significantly enhance customer satisfaction, while perceived value serves as a decisive moderating factor (β = 0.65). These results validate key principles from experiential marketing and self-determination theory, particularly the value of culturally rooted authenticity and multisensory brand engagement in fostering customer loyalty. The research makes critical theoretical contributions to emerging-market consumer behavior studies by elucidating the dynamic interaction among emotional, cultural, and value-based purchase drivers. For industry practitioners, the study offers actionable recommendations to optimize brand strategies in Vietnam's competitive F&B market, suggesting innovative approaches that harmonize traditional authenticity with contemporary consumer expectations.
Czech name
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Czech description
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Classification
Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Others
Publication year
2025
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior
ISSN
0899-8620
e-ISSN
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Volume of the periodical
38
Issue of the periodical within the volume
2
Country of publishing house
US - UNITED STATES
Number of pages
22
Pages from-to
230-251
UT code for WoS article
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EID of the result in the Scopus database
2-s2.0-105025644735