The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale
David Sprott, Sandor Czellar, Eric Spangenberg
Journal of Marketing Research · 2009 · Volume 46 · Issue 1
Abstract
Brand engagement in self-concept (BESC) is a generalized view of brands in relation to the self, with consumers varying in their tendency to include important brands as part of their self-concepts. The authors develop an eight-item scale to measure BESC and demonstrate that it captures a consumer's general engagement with brands. This scale successfully predicts consumers’ differential attention to, memory of, and preference for their favorite brands. Brand engagement in self-concept is also related to differential brand loyalty, with high-BESC consumers being less price and time sensitive regarding their favorite brands than low-BESC consumers. The authors discuss the usefulness of this construct for marketing research.
Keywords
self-concept, self–brand connection, brand attitudes, brand preferences, brand equity
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