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

The DOI matches its Crossref record; 52 of the 54 references it cites were found in a registry or an index.

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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Crossref · 10.1509/jmkr.46.1.92

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Citations

Cites

Research works printed but not linked: 7

  1. 10.1177/002224379703400304 · DOI
  2. Blackwell Roger D., 2005, Consumer Behavior.
  3. 10.1177/002224299305700101 · DOI
  4. Lindstrom Martin, 2005, Media Asia, 24
  5. Nunnally J.C., 1994, Psychometric Theory.
  6. Paulhus Delroy L., 1998, Manual for the Balanced Inventory of Desirable Responding.
  7. Terrasse Christophe, 2006, “L'engagement Envers la Marque: Proposition d'un Modèle Théorique et Application à la Comparaison de la Fidélité aux Marques Nationales et aux Marques de Distributeurs,”

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Metadata

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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