HADID, Hafsa SarahDEMMOUCHE, Nedjoua2024-05-152024-05-152022-06https://dspace.hec.dz/handle/123456789/252We are wired to constantly seek pleasure and avoid punishment , however pleasure isn't only one mere feeling it is a complex variable with different components processed by the brain's reward system.this systèm gets activated by reception of rewards which makes humains in general and consumers highly sensitive to them and influence their behaviors. Not all rewards impact the consumer's behaviour to the same level. Brand engagement and loyalty have been associated with intrinsic rewards more than they had been with extrinsic rewards hence the necessity today to shift attention toward them and focus on seeking new ways to inherently gratify the consumers. This study is primarily aimed at getting to grips with this concept of intrinsic rewards, then gather some of the ways companies are already using that help capitalize on them, and finally proceed to test their effectiveness in driving brand engagement.enRewardsInstrinsic rewardsBrand engagementLoyaltyConsumer’s behaviorThesis