Investigating the relationship between brand experience, brand authenticity, brand equity, and customer satisfaction: Evidence from Vietnam

The purpose of this research is to investigate the relationship between brand experience, authenticity, equity, and how those factors effect on customer satisfaction. measurement model conceptual depicting hypothesized relationships were evaluated based responses from 295 customers using confirmatory factor analysis structural equation modeling, accordingly. By empirical analysis, study developed a new presenting positive significant among equity Especially, it valuable contribution branding subject that experience positively affects authenticity global brand. Drawing study’s findings, managerial implications are discussed. Customers’ about can increase in market as well understandings what consumers feel products/services order improve their Besides, experimented with both concepts found authenticity. more use products/services, authentic values has.