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Article history: Received: February 2, 2020 Received in revised format: March 11 2020 Accepted: March 11, 2020 Available online: March 11, 2020 Brand engagement is relatively a new concept in marketing. The objective of this research study is to unearth the relationship between brand engagement and customer-based brand equity drivers; brand personality, brand experience, and brand affect. The data was collected from 426 automobile customers in Pakistan through multistage cluster sampling technique. PLS-SEM analysis of the data supported the relationships between brand equity drivers and brand engagement and the mediating role of brand affect. Brand experience, brand personality, and brand affect emerged as the significant predictors to brand engagement. It is recommended that brand managers design marketing plans with a greater emphasis and focus on pleasant brand experiences which result in brand affect, ultimately leading to brand engagement. © 2020 by the authors; licensee Growing Science, Canada

management science letters

Linking brand engagement to customer-based brand equity and role of brand experience, brand personality, and brand affect: A case of automobile market of Pakistan