This study aimed to examine the impact of Brand Awareness (BA), Brand Identity (BI), and Brand Anthropomorphism (BANT) on Brand Sustainability (BS) through the mediating role of Customer Engagement (CE). The study focused on e-commerce consumers aged 20 to 45 years in Malaysia, including users of platforms such as Lazada, Shopee, and Zalora. A structured questionnaire was developed using validated measures from previous studies and distributed online and offline. Data analysis was conducted using PLS-SEM. Brand Awareness (BA) has a negative and significant effect on BS while positively influencing Customer Engagement (CE). Brand Anthropomorphism (BANT) has a strong positive and significant effect on both Brand Sustainability (BS) and Customer Engagement (CE). Brand Identity (BI) positively and significantly affects Brand Sustainability (BS), while its effect on Customer Engagement (CE) is also positive and significant. Customer Engagement (CE) positively influences Brand Sustainability (BS) and mediates the relationships between Brand Anthropomorphism (BANT), Brand Identity (BI), and Brand Awareness (BA) with Brand Sustainability (BS). Additionally, DSE significantly moderates the Customer Engagement (CE)- Brand Sustainability (BS) relationship. E-commerce platforms should enhance Customer Engagement (CE) through brand anthropomorphism and identity to strengthen Brand Sustainability (BS) while managing Brand Awareness (BA) effectively to optimize consumer engagement.