Brand Engagement in Self-Concept

BEISThe degree to which a consumer includes some important brands in his/her self-concept

8 items 2009 α .91 Free Sprott, D. S., & Spangenberg, E.

What it measures

A eight-item likert scale designed to measure the degree to which a consumer includes some important brands in his/her self-concept.

Citation

Sprott, David, Sandor Czellar, and Eric Spangenberg (2009), “The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale,” Journal of Marketing Research, 46 (1), 92-104.

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