Final answer:
Numerous studies indicate that materialism is a strong predictor of brand engagement, as materialistic individuals often see brand associations as a key part of their identity.
Step-by-step explanation:
Research in the field of consumer behavior often looks at the drivers of brand engagement to understand what factors might lead to a stronger connection between consumers and a brand. While variables like generosity, spiritualism, and independence might play a role in certain contexts, numerous studies, including the work by Diener et al. (2010), have shown that materialism can be a strong predictor of consumer behaviors and brand engagement. Materialistic individuals tend to value possessions and their acquisition as essential to their lives and may be more likely to form strong engagements with brands that they perceive as status-enhancing or reflective of their identity.