Abstract:
Brand Activation claimed to be a promotional tool use by organizations in order to induce their customers towards the
brand. Literature evidence proves brand activation as an experiential learning technique compels customers to retain
brand related information within the minds. The inconclusive literature on brand activation provides the platform
further to investigate the area of brand activation with customer driven concepts. The review enlighten the avenues of
brand activation in advance, customer engagement use as the outcome variable with brand activation as the predictor
variable. The study adopted the literature and case review as the methodology. The review identified that brand
activation is as a manipulative factor on customer engagement, and customer loyalty is the final result of it.
