The Role of Brand Engagement in Building Brand Love in FMCG Sector in Gujarat state

This study investigates the significance of brand engagement in cultivating brand love within the Fast-Moving Consumer Goods (FMCG) sector in Gujarat, India. It identifies brand engagement as crucial for creating meaningful consumer-brand interactions that foster loyalty through authentic experiences and trust. The research, conducted with 255 young urban consumers using descriptive research design and analyzed via SPSS 27, finds that factors like attractiveness, expertise, and congruence significantly influence brand love, with brand engagement being the most impactful. The study reveals that effective brand engagement strategies, such as digital campaigns and experiential marketing, enhance emotional attachment and loyalty, ultimately leading to brand advocacy and sustained consumer relationships. These insights guide FMCG companies in Gujarat to align engagement initiatives with consumer identities, contributing to a sustainable competitive edge through brand love.