The Effect of Visual and Verbal Elements of Packaging on Brand Experience with Moderator Role of Consumer Price Sensitivity

The visual elements of the packaging are such as color, graphics, shape, size and images on packaging of materials; also the verbal elements include product, manufacturer, origin and brand information. In this research, the effect of visual and verbal elements of packaging on brand experience with the role of moderating the price sensitivity of chocolate has been investigated. This study is an applied research and its methodology is based on the descriptive method of t-correlation. The data collection tool was a questionnaire, which was collected from 380 people by non-probabilistic sampling method. The research hypotheses were tested using the structural equation method with PLS software. The results of the study showed that visual and verbal elements of packaging have a positive and significant effect on the brand experience; also price sensitivity has a reverse and significant effect on the brand experience, while price sensitivity moderates the effect of the visual and verbal elements of packaging on brand experience.