Abstract:

The paper aims at determining the relationship between the brand community characteristics (brand community trust, familiarity among the members and perceived personalization) and brand community engagement. The research is conducted on 200 people who use iphone and are also university students. Primary data was collected through questionnaire and questions were ranked on likert scale of 1-5. Multiple linear regression technique was used to test the three hypotheses. The results reveal that there is a positive relationship between the brand community characteristics and brand community engagement. it is recommended that the companies should work on the brand community characteristics to enhance their brand community engagement.