Influence of Customer Engagement and Brand Attachment on Brand Loyalty in Sri Lanka

Abstract

The following study pursues the influence of customer engagement and brand attachment on brand loyalty in Sri Lanka. A deductive approach established on testing hypotheses was used. The data was collected by distributing a questionnaire to 574 individuals who received 325 quality responses, resulting in a response rate of 56%. The research was subject to reliability, pilot testing, and validity tests to ensure the consistency of the findings. The findings exposed a positive relationship between Customer engagement, brand attachment, and brand loyalty. Brand attachment significantly mediates the relationship between customer engagement and brand loyalty. Conduct independent sample t-tests, correlation and regression analysis, factor analysis, normality tests, and hypothesis testing by quantitative analysis through SPSS version 26. By using Sobels test the mediation analysis was conducted.