Brand Legitimacy and Brand Marketing Communication Affect Brand Authenticity and Customer Satisfaction in the Hotel Business in Vietnam

Abstract

The issue of counterfeit brands has garnered global attention amidst a significant decline in customer trust within the industry. The primary objective of this study was to examine the relationship between brand communication marketing, brand legitimacy, and brand authenticity. The objective of this study is to assess the level of customer satisfaction with hotel services in Vietnam, with a specific focus on scenarios when consumers perceive the brand to be authentic. The study inquiry focused only on the variables of "brand authenticity," "brand continuity," "brand originality," and "brand dependability." A representative sample of 308 Vietnamese hotel guests who had recently made hotel service purchases were invited to participate in an online survey to gather information about their experiences. The analysis of the data and the testing of the hypotheses were conducted using Structural Equation Modeling (SEM) version 22.0. Based on the study findings, a positive correlation has been established between brand communication marketing and the three dimensions of a company's authenticity. The credibility of a company's brand may be influenced by several variables, including the company's own consistency and reliability. In the context of authentic brands, the attribute of reliability is widely recognized as a crucial element that enhances the total level of client satisfaction. It is well recognized that the process of brand authentication may significantly impact the level of client loyalty shown towards a certain brand. In this context, the level of customer satisfaction has significant importance.