 |
 |
 |
Journal articles
The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale
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.
https://hal-hec.archives-ouvertes.fr/hal-00458392
Contributor : Antoine Haldemann <>
Submitted on : Sunday, February 21, 2010 - 1:55:45 PM
Last modification on : Thursday, January 11, 2018 - 6:19:31 AM
Contributor : Antoine Haldemann <>
Submitted on : Sunday, February 21, 2010 - 1:55:45 PM
Last modification on : Thursday, January 11, 2018 - 6:19:31 AM