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

Sandor Czellar (1) , D. Sprott , E. Spangenberg

1 GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC

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

Sandor Czellar, D. Sprott, E. Spangenberg. The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale. Journal of Marketing Research, 2009, Vol.46, n°1, pp.92-104. ⟨10.1509/jmkr.46.1.92⟩. ⟨hal-00458392⟩