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.
Response format
7-point Likert (1=strongly disagree, 7=strongly agree)
Scale items
- I have a special bond with the brands that I like.
- I consider my favorite brands to be a part of myself.
- I often feel a personal connection between my brands and me.
- Part of me is defined by important brands in my life.
- I feel as if I have a close personal connection with the brands I most prefer.
- I can identify with important brands in my life.
- There are links between the brands that I prefer and how I view myself.
- My favorite brands are an important indication of who I am.
Full scale items shown. Always cite the original source when using this scale in research.
Usage notes & scoring
Factor analytic procedures were used to support the scale's structural validity.
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.
Keywords
#brand#engagement