Impact of Packaging Attributes on Brand Love: Evidence from the Luxury Fashion Industry in Egypt

Abstract

This study examines the influence of Packaging Attributes on Brand Love in the luxury fashion industry in Egypt, building upon literature on the effect of packaging attributes as a multidimensional concept that extends beyond its protective function to include visual, functional, environmental, and experiential attributes on brand love towards luxury fashion brands. This study is theoretically grounded in the combination of the Cue Utilization Theory, Signaling Theory, and Attachment Theory to examine how packaging attributes shape consumers' emotional responses and strengthen brand love. This research employed a quantitative approach, using an online questionnaire to collect data from 440 luxury fashion consumers via River sampling, and the relationships were analyzed using IBM SPSS Statistics software using Multiple linear regression. Results demonstrated that packaging attributes have  significant impact on brand love, with each packaging attribute contributing differently to brand love; thereby, visual, functional, and experiential packaging attributes positively impact brand love, whereas environmental packaging attributes were not a statistically significant predictor of brand love. Findings contribute evidence from the Egyptian market, offering practical implications for luxury fashion brands and marketers, highlighting packaging as a strategic tool to strengthen consumers’ emotional attachment to the brand, and supporting competitiveness in the luxury fashion market.