• Pendyala John Adinarayana

This study examines the mediating role of Customer Engagement in the relationship between Customization and Brand Loyalty. The findings indicate a full mediation effect, suggesting that Customization does not directly influence Brand Loyalty but rather operates entirely through Customer Engagement. This highlights the importance of engaging customers actively to strengthen brand loyalty. The research was conducted in the three major cities of Andhra Pradesh, including Vijayawada, Guntur and Amaravathi, targeting individuals aged 18 to 55 and above. A total of 750 potential respondents were considered, with a final sample of 649 participants selected for analysis. The results emphasize the crucial role of Customer Engagement in transforming consumer Customization into a long-term brand commitment, offering valuable insights for marketers and businesses aiming to enhance customer loyalty strategies.

Customization, Brand Loyalty, Customer Engagement, Mediation Effect, Consumer Behavior.

"A Study on the Mediation Effects of Customer Engagement on the Relationship Between Customization and Brand Loyalty", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 2, page no.e668-e674, February-2025, Available :http://www.jetir.org/papers/JETIR2502476.pdf

"A Study on the Mediation Effects of Customer Engagement on the Relationship Between Customization and Brand Loyalty", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 2, page no. ppe668-e674, February-2025, Available at : http://www.jetir.org/papers/JETIR2502476.pdf