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Cited by 861Consumer Behavior in Brand Consumption and IdentificationConsumer Perception and Purchasing BehaviorMarketing and Advertising Strategies

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

Sprott, David, Czellar, Sandor, Spangenberg, Eric·2009·Journal of Marketing Research
DOI 10.1509/jmkr.46.1.92
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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.

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Authors
Sprott, D., Czellar, S., & Spangenberg, E.
Affiliations
  • Washington State University (US)
  • HEC Paris (FR)
ORCID
Venue
Journal of Marketing Research
Publisher
SAGE Publications
Published
2009-02
Volume
46
Issue
1
Pages
92-104
ISSN
  • 0022-2437 (ISSN-L)
  • 1547-7193
DOI
10.1509/jmkr.46.1.92
OpenAlex
W2131305585
Cited by
850
References
54
Citations by year
2026: 25 · 2025: 40 · 2024: 53 · 2023: 78 · 2022: 72 · 2021: 78 · 2020: 77 · 2019: 81 · 2018: 65 · 2017: 54 · 2016: 58 · 2015: 49 · 2014: 37 · 2013: 24 · 2012: 28
FWCI
58.07
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
  • Journal of Marketing Research (publishedVersion)
  • RePEc: Research Papers in Economics (submittedVersion)
  • HAL (submittedVersion)
  • IRIS (submittedVersion)
  • SERVAL (Université de Lausanne) (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Keywords
scale development, brand attention, brand memory, brand preference, brand loyalty, price sensitivity, time sensitivity, consumer-brand relationships

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