Consumer Brand Engagement on Brand Loyalty: The Role of Brand Satisfaction as a Mediating Variable

Abstract

Purpose: this study examined the impact of CBE on brand loyalty directly and indirectly through brand satisfaction. Design/methodology/approach: the survey was given to 80 Islamic banking customers from four leading Islamic banks in Indonesia. The analysis used partial least squares structural equation modeling. Findings: the research findings found a direct relationship between CBE and brand loyalty and an indirect relationship using the brand satisfaction variable as the mediating variable. Research limitations: this study did not use indicators that focus on Islamic banking. Practical implications: these studies are essential to building long-term success. For brand managers, concrete steps can be taken by involving consumers in unique and memorable activities. Originality/value: CBE had an indirect effect on brand loyalty by using brand satisfaction as a mediating variable in Islamic banking. Keywords: consumer brand engagement, brand satisfaction, brand loyalty, Islamic banking