Consumer psychological motivations to customer brand engagement: a case of brand community

Purpose This paper aims to explore the psychological motivations behind customers' engagement with the brands and further investigate the effect of brand engagement on brand attachment and brand loyalty. Design/methodology/approach The theoretical model is tested with the data collected from 282 brand community members during offline brand community events, and structural equation modeling technique is used for statistical analysis. Findings The results indicate that brand psychological ownership and value-congruity act as important psychological motivations for customers to engage with the brands. A sense of brand attachment mediates the relationship between brand engagement and brand loyalty.