A Theoretical Exploration of Brand Engagement and Its Impact on Brand Loyalty

The rapid spread of digital media has significantly enhanced consumer-brand interaction, making Customer Brand Engagement (CBE) a key topic in both academia and practice. This study analyzes domestic and international literature on CBE, clarifying its theoretical background and basic concepts. It identifies the three main dimensions of CBE—cognitive, emotional, and behavioral—and explores their relationships with brand loyalty. The results show that CBE plays a vital role in strengthening consumer-brand relationships and is crucial for increasing brand loyalty. Additionally, this study differentiates CBE from similar concepts like brand attachment, attitude, loyalty, and involvement. Unlike these concepts, CBE is characterized by active consumer participation in building brand relationships. The study also examines the antecedents of CBE, including personal, corporate, and environmental factors, and clarifies how they influence brand loyalty. CBE contributes to the development of active loyalty, offering valuable implications for marketing strategy. This research provides both academic contributions and practical insights for leveraging CBE in future studies and marketing practices.