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Revisiting the Authenticity–Loyalty Nexus: A Critical Review and Pathways for Future Research

Author

Listed:
  • Syahida Abd Aziz

    (Faculty of Business and Management, University Technology MARA Cawangan Kedah, 08400 Merbok, Kedah, Malaysia)

  • Roziyana Jafri

    (Faculty of Business and Management, University Technology MARA Cawangan Kedah, 08400 Merbok, Kedah, Malaysia)

  • Noris Fatilla Ismail

    (Faculty of Business and Management, University Technology MARA Cawangan Kedah, 08400 Merbok, Kedah, Malaysia)

Abstract

The growing complexity of consumer behavior highlights the critical role of brand authenticity in shaping long-term customer loyalty, yet fragmented findings across industries and contexts have left the authenticity–loyalty relationship underexplored. Despite increasing recognition of authenticity as a driver of trust, attachment, and satisfaction, there remains limited integration of how authenticity influences loyalty across sectors and how it extends beyond transactional outcomes toward prosocial and sustainable behaviors. This review aims to address this gap by systematically mapping key findings, identifying emerging themes, and proposing future research pathways. Using Scopus AI (25 September 2025), a structured analysis was conducted that included summaries, expanded summaries, concept mapping, identification of topic experts, and emerging theme exploration. The findings reveal consistent themes around customer loyalty and satisfaction across industries, where trust, perceived value, and service quality are central determinants, and in tourism and heritage contexts, where authenticity strongly predicts satisfaction, destination loyalty, and cultural preservation. Additionally, a rising theme connects authenticity to virtuous behavior, demonstrating its role in encouraging ethical consumption, prosocial actions, and environmental responsibility. Theoretically, the study contributes to refining the authenticity–loyalty nexus by linking it to moral and prosocial behavior, while practically, it offers strategies for businesses to leverage authenticity to strengthen loyalty and align with sustainability goals. Limitations related to industry scope and reliance on secondary data highlight the need for longitudinal and cross-cultural studies. Overall, the study emphasizes authenticity as both a relational and moral compass, shaping consumer loyalty and guiding sustainable marketplace practices.

Suggested Citation

  • Syahida Abd Aziz & Roziyana Jafri & Noris Fatilla Ismail, 2025. "Revisiting the Authenticity–Loyalty Nexus: A Critical Review and Pathways for Future Research," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(9), pages 9807-9817, September.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-9:p:9807-9817
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    References listed on IDEAS

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