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Importance of a General Measure of Brand Engagement on Market Behavior : Development and Validation of a Scale

By:

Sprott David

Material type: Article

ArticleLanguage: ENG Series: ; XLVIPublication details: Feb 2009 0Edition: 1Description: 92-104 PpSubject(s):

Brand Attitude, Brand Preferences

DDC classification:

Online resources:

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Summary: 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.

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Item type	Current library	Call number	Status	Date due	Barcode
Articles	Main Library	Spr (Browse shelf(Opens below))	Available		AR10681

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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.

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