Consumer brand engagement in purchasing gadeta

Abstract

This 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.