DefinePK

Abstract

The present study examines the influence of brand interactivity and involvement on customer brand engagement. The present research aims to examine the role of customer brand engagement as a mediator between brand involvement, brand interactivity, and purchase intention. In addition, this study also investigates the influence of customer brand engagement on purchase intention. The researchers used a convenience sampling method to collect a final sample of 443 responses from users of fashion apparel brands. The examination and evaluation of the research hypotheses were conducted by employing structural equation modeling with partial least squares. This study's results indicate that brand interactivity and involvement boost customer brand engagement. The results show that customer brand engagement has a positive impact on purchase intentions for fashion apparel brands. Moreover, the results of this research indicate that customer brand engagement acts as a partial mediator in the relationship between brand involvement, brand interactivity, and purchase intention. By identifying the causes and effects of consumer brand engagement, this study is novel. This article provides a significant scholarly contribution to the limited corpus of literature concerning Pakistani fashion apparel at present. This paper enhances business literature and provides essential principles for managing entrepreneurial mindsets. In addition to contributing to the research, this paper investigates customer brand engagement as a partial mediator in the proposed links. This article focuses primarily on Pakistani fashion apparel brands. Future researchers may conduct studies in a diverse range of industries and geographies.