The Impact Of Brand Engagement, Brand Love, Brand Interactivity, And Overall Brand Equity On Purchase Intention Of Mobile Brand

Abstract

Brand interactivity (BI) plays a crucial role in fostering customer engagement. This study aims to examine the influence of brand engagement, brand love, brand interactivity, and overall brand equity on consumers' purchase intentions toward mobile phone brands operating in Karachi. To collect data, 300 questionnaires were distributed, out of which 263 were deemed valid and used for analysis. The data was analyzed using SPSS (Statistical Package for the Social Sciences) and PLS (Partial Least Squares), with PLS-SEM employed for hypothesis testing.A total of seven hypotheses were formulated. The results revealed that brand engagement significantly and positively affects brand love, brand interactivity, and purchase intention. Likewise, brand interactivity positively influences both brand engagement and purchase intention. Additionally, brand love has a strong positive impact on overall brand equity, while overall brand equity significantly enhances purchase intention.The study is grounded in the Social Exchange Theory and the Interpersonal Theory of Love. Based on the findings, it is recommended that future research should expand the scope by gathering data from multiple cities to enhance generalizability and gain broader insights

Keywords: Brand interactivity, purchase intention, brand love, brand engagement and overall brand equity.