How does brand authenticity drive brand sacredness and well-being in heritage tourism? The moderation of cognitive and emotional mechanisms

Abstract

Purpose – This study aims to explore how brand authenticity drives brand sacredness and enhances customer well-being in the context of heritage tourism. It further investigates the moderating roles of cognitive and emotional mechanisms in shaping customer experiences. Methodology – The research adopts the Stimulus-Organism-Response (S-O-R) framework, examining how authenticity dimensions (objective, constructive, and existential) influence customer responses, moderated by skepticism. Data collected through structured surveys from visitors of the Majestic Hotel in Ho Chi Minh City were analyzed using structural equation modeling. Findings – The results reveal that constructive authenticity has the most substantial impact on cognitive brand credibility and emotional brand attachment. Objective authenticity shows no significant effect on emotional engagement, whereas existential authenticity fosters meaningful connections with the brand. Lastly, brand sacredness, defined by communitas and supremacy, positively influences customer well-being, encompassing both hedonic and eudaimonic dimensions. Originality/Value – This study makes a theoretical contribution by advancing the understanding of brand authenticity’s role in creating sacred and meaningful customer experiences in heritage tourism. It offers practical insights for hospitality businesses, emphasizing the importance of authentic storytelling, transparent communication, and skepticism management to foster emotional and cognitive customer attachment and well-being