The impact of brand attachment and dependency on price sensitivity in sport products

Abstract This study aimed to investigate the effect of brand attachment and brand dependence on price sensitivity among customers of sports products. A total of 360 samples were randomly selected, of which 326 questionnaires were deemed valid after excluding incomplete responses. The data were analyzed using structural equation modeling (SEM) with SmartPLS version 3 and SPSS version 26. The results indicated that both brand attachment and brand dependence had a positive and significant effect on price sensitivity among customers of Majid sports products in fitness centers in Kurdistan province. There are few studies on attachment and dependence toward the Majid sports brand in Kurdistan, and this gap is particularly pronounced in the context of the relationship between attachment, dependence, and price sensitivity in fitness centers. This research focuses on customers of Majid sports products and demonstrates that their brand attachment and brand dependence significantly influence price sensitivity. These insights can help enhance customer attraction and engagement. Finally, suggestions for future research and recommendations for interested stakeholders are presented.