T The purpose of this paper is to explore whether brand community characteristics (perceived personalization and familiarity among members) affect brand community engagement through customer-to-customer (C2C) interaction.This methodology used a survey questionnaire was distributed to members of online brand communities bikes of Kawasaki Ninja to test the research hypotheses.The findings showed that the relationships among the brand community constructs are significant. C2C interaction mediates the relations between the characteristic variables and brand community engagement. Furthermore, the findings revealed that brand community trust moderates the effects of perceived personalization on the quality of C2C interaction and on brand community engagement. It also moderates the relations between perceived familiarity among community members and each of brand community engagement and the quality of C2C interaction.Practically, marketers should utilize a brand community’s C2C interaction for its marketing strategies to get new customers, increase customers’ loyalty, and finally will increase sales volume. Moreover, managing brand communities by focusing on perceived personalized service and the familiarity of members can also ultimately increase community engagement by enhancing the quality of C2C communication. The value of this study argues that firms need to manage online brand communities intensively in order to increase members’ community engagement. To do so, they need to allocate spaces in which C2C communication can actively occur within brand communities, for example, in a discussion forum.