ABSTRACT
The purpose of this research is to explore the effects of Brand Engagement (BE) and Brand Love (BL) on Overall Brand Equity (OBE) and Repurchase Intention (RI) of Indonesian millennial consumers in the smartphone market. Consumer Brand Engagement (CBE) is tested to determine the cognition, affection, and activation each aspect. This case study was carried out of five top smartphone brands in Indonesia, namely Apple, Samsung, Oppo, Vivo, and Xiaomi. Data were collected through online survey of 468 millennials and analyzed for reliability and validity using SEM CFA. The result showed that BL, affection and activation positively influence OBE and RI without cognition. This research contributes to the ever-growing consumer-brand relationships literature by exploring the role of CBE and BL in the millennial segment.
