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Purpose–The study aims to theoretically establish brand personality, brand experience, brand attributes, and brand affect as antecedents of brand engagement. Additionally, this study seeks to enhance customer-based brand equity and relationship marketing theories in relation to brand engagement behavior.

Design/methodology/approach–Through a survey questionnaire, 426 responses were collected from automobile customers. Following the multistage cluster sampling technique, respondents were contacted through the mall intercept method. The respondents’ data was analyzed through PLS-SEM path modeling using the disjoint two-stage approach.

Findings and implications–Brand personality, brand experience, brand attributes, and brand affect sig-