Sensory Brand Experience, Price Insensitivity, and Purchase Intention: Mediating Roles of Customer Affective Commitment

Abstract

Pakistani retail business focuses on old retailing methods and does not employ innovative retailing concepts. This research aims to show how sensory brand experience affects price sensitivity and purchase intention. Consumer affective commitment mediates between sensory brand experience, price sensitivity, and purchase intentions. Self-administrated 204 responses were collected from consumers of apparel brands in Pakistan consumers through convenience sampling. Results reveal that sensory brand experience positively affects price insensitivity and purchase intention. Results also confirmed the mediating role of customer affective commitment between sensory brand experience and outcomes. Affective commitment is thus a significant factor in purchase intention and price sensitivity. This paper contributes to the body of knowledge on sensory brand experience in connection with price insensitivity and purchase intentions.