The effect of brand authenticity on brand loyalty in the frozen food industry: findings from PLS-SEM and fsQCA

Abstract

Purpose

This study aims to investigate the effect of brand authenticity on consumer brand loyalty in the Pakistani frozen food industry sector in the light of the stimulus-organism-response (SOR) theory.

Design/methodology/approach

The quantitative approach utilized a survey questionnaire to acquire customers’ perceptions. A simple random technique was used to collect data. About 255 questionnaires were analysed, and the response rate was 72.86%. The measurement and structural model were constructed through Smart PLS-4 and fsQCA.

Findings

The findings indicated that brand authenticity positively affects brand loyalty in the Pakistani frozen food industry. Results further proved that brand involvement has a full mediation effect, fsQCA supports the same results, and customer satisfaction has a partial mediation effect. These findings offer valuable insights into the frozen food industry in Pakistan and other countries, allowing them to create successful tactics to engage customers and foster brand loyalty. The findings reveal the complexity and ever-changing nature of how consumers assess brand authenticity in the frozen food industry.

Practical implications

These findings also have implications for the frozen food business’s marketing and brand positioning strategies, particularly its utilization of brand authenticity to attract and retain consumers.

Originality/value

This is the first paper in the frozen food sector from the perspective of brand authenticity.

Citation

Shahzad, S., Li, S. and Sarwar, A. (2025), "The effect of brand authenticity on brand loyalty in the frozen food industry: findings from PLS-SEM and fsQCA", British Food Journal, Vol. 127 No. 2, pp. 476-495. https://doi.org/10.1108/BFJ-07-2024-0733