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. 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.