ABSTRACT
The aim of the study is to determine the impact of each of these variables on brand loyalty (BLY) while also examining the drivers of consumer brand engagement (CBE) in the context of consumer involvement (CI), consumer participation (CP), and self-expressive brand (SEB). This study has been conducted in the mobile phone industry. The data were collected through questionnaires from the consumers of mobile phone service users in Pakistan. The online tool were use for the collection of data. The sample size of this study is 340. A quantitative research approach was applied. Smart PLS were used for analysis. The result shows that consumer involvement, consumer participation, and self-expression brands affect differently on CBE dimensions and brand loyalty. Additionally, CBE dimensions mediated the relationship between consumer involvement, consumer participation, self-expression brand, and brand loyalty. Future research and other consequences are discussed.
