Mikha ShresthaDumre, Sagun2026-02-262026-02-262025https://hdl.handle.net/20.500.14540/25729This study examines the dynamics of consumer brand engagement (CBE) in the gadget industry, focusing on its antecedents—perceived value, customer satisfaction, and purchase intention—and their impact on purchasing decisions. Through a quantitative analysis of 400 gadget consumers in Nepal, the research identifies perceived value (β = 0.32) as the strongest predictor of engagement, driven by functional benefits like performance and innovation, followed by customer satisfaction (β = 0.28) and purchase intention (β = 0.19). The study highlights the dominance of utilitarian engagement, with social media interaction (mean = 3.66) as a key touchpoint, while emotional connections (mean = 3.55) and value alignment (mean = 3.51) remain underdeveloped. Findings validate Social Exchange Theory (SET) in explaining reciprocal brand-consumer relationships and propose a generalized CBE framework applicable beyond online contexts. Practical insights urge brands to innovate functionally, enhance post-purchase support, and align with consumer values (e.g., sustainability) to foster loyalty in a competitive market. Keyword : Perceived Value, Customer Satisfaction, Purchase Intention, Consumer Brand Engagement.en-USConsumer behaviorEconomic exchangeThesis