IMPACT OF SENSORY MARKETING AND BRAND EXPERIENCE ON PERCEIVED BRAND PRESTIGE AND ITS IMPACT ON BRAND LOYALTY IN LUXURY RETAIL: THE ROLE OF CONSUMER PERSONALITY TRAITS

Authors

  • Asma Mushtaq* University of Balochistan, Quetta
  • Nibras Hussain NYU School of Global Public Health
  • Muhammad Qasif Bangor Business School, Bangor University, Bangor, Gwynedd, LL57 2DG, UK
  • Aqeel Latif Department of Management Sciences, University of Okara, Pakistan

Abstract

Brands are compelled to move beyond functional product attributes and emphasize symbolic and sensory elements that foster emotional connections with consumers. Within this evolving context, perceived brand prestige has emerged as a crucial psychological mechanism through which marketing stimuli translate into brand loyalty. Despite growing interest in experiential and sensory marketing, limited research has examined how these external brand strategies interact with internal consumer dispositions to shape loyalty outcomes, particularly in emerging market settings. This study aims to investigate the influence of sensory marketing and brand experience on brand loyalty through the mediating role of perceived brand prestige, while also assessing the moderating impact of consumer personality traits on these relationships. Adopting the Stimulus–Organism–Response (S–O–R) theoretical framework, the study employs a quantitative, cross-sectional design with data collected from 329 consumers of premium and luxury retail brands in urban centers across Pakistan. Using SmartPLS 4 for structural equation modeling, the study empirically tests the proposed mediation and moderation effects within the conceptual framework. The results reveal that both sensory marketing and brand experience significantly enhance perceived brand prestige, which exerts a strong positive effect on brand loyalty. These findings confirm the centrality of prestige as a mediating psychological construct linking marketing stimuli to consumer behavioral outcomes. However, the moderating role of consumer personality traits was not supported, suggesting that sensory and experiential effects on prestige are relatively consistent across personality profiles in this context. The study contributes to marketing literature by offering a nuanced understanding of how brand prestige is constructed and sustained through symbolic stimuli. It also provides practical insights for brand managers aiming to build loyalty in experience-rich environments. Future research is encouraged to explore additional mediators and moderators, including emotional attachment, cultural values, and self-congruity, to further enrich the model.

Keywords: Sensory Marketing, Brand Experience, Brand Loyalty, Perceived Brand Prestige and Consumer Personality Traits

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Published

2025-07-26

How to Cite

Asma Mushtaq*, Nibras Hussain, Muhammad Qasif, & Aqeel Latif. (2025). IMPACT OF SENSORY MARKETING AND BRAND EXPERIENCE ON PERCEIVED BRAND PRESTIGE AND ITS IMPACT ON BRAND LOYALTY IN LUXURY RETAIL: THE ROLE OF CONSUMER PERSONALITY TRAITS. Journal of Management Science Research Review, 4(3), 186–223. Retrieved from https://jmsrr.com/index.php/Journal/article/view/65