The Role of Product Authenticity and Brand Experience in Customer Satisfaction: A Case Study of Imperial Delicacy in Vietnam's F&B Market
Abstract
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. Employing quantitative methods, we gathered data from 385 consumers across major Vietnamese urban centers, analyzing responses through SPSS statistical techniques including reliability assessment, factor analysis, and regression modeling. Findings demonstrate substantial positive effects, with product authenticity (β = 0.66) and brand experience (β = 0.61) both significantly enhancing customer satisfaction, while perceived value emerges as a powerful 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 engagements in fostering customer loyalty. The research makes important theoretical contributions to emerging market consumer behavior studies by elucidating the dynamic interaction between 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.
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