Limited-edition packaging and brand type effects on consumer outcomes

Purpose This study aims to examine the role of limited-edition packaging (LEP) in shaping consumer–brand relationships in food marketing, focusing on limited-stock scarcity (LSS) and limited-time scarcity (LTS) cues. It explores their effects on emotions, social class congruence (SCC), brand value, loyalty and willingness to pay a premium (WPP), with differences across local and international brands. Design/methodology/approach Two between-subjects experiments with food consumers (n = 237; 228) tested the direct, mediating and moderating effects of LEP cues using covariance-based structural equation modeling and ANOVA analyses. Findings LSS cues evoke stronger emotional attachment, whereas LTS cues enhance SCC. Both scarcity appeals elevate perceived brand value, fostering loyalty and WPP. The effects are more pronounced for international food brands, where LSS packaging strengthens emotional bonds and perceived value. Serial mediation through emotional attachment and perceived value was supported, except for the SCC–loyalty path. Originality/value This study advances understanding of how packaging scarcity cues shape consumer emotions and social perceptions. By integrating emotional attachment and SCC into a unified model, it offers practical insights for leveraging LEP to enhance brand performance across local and international food markets.