Brand engagement is relatively a new concept in marketing. The objective of this research study is to unearth the relationship between brand engagement and customer-based brand equity drivers; brand personality, brand experience, and brand affect. The data was collected from 426 automobile customers in Pakistan through multistage cluster sampling technique. PLS-SEM analysis of the data supported the relationships between brand equity drivers and brand engagement and the mediating role of brand affect. Brand experience, brand personality, and brand affect emerged as the significant predictors to brand engagement. It is recommended that brand managers design marketing plans with a greater emphasis and focus on pleasant brand experiences which result in brand affect, ultimately leading to brand engagement.