Brand Engagement in Self-Concept Scale

What it measures

Measures the stable general tendency to include brands in one's self-concept — the degree to which brands are incorporated as part of how a person defines and expresses who they are. BESC is a personality-like trait capturing how central brands are to individual identity, independent of any specific brand. High BESC individuals define themselves partly through brand choices, are more responsive to brand personality appeals, show stronger self-brand connections, are more reactive to brand identity threats, and exhibit higher brand loyalty overall. Important for research on brand identity, luxury consumption, status signalling, and personalised brand communication.

Representative items

• I have a special bond with the brands that I like.
• I consider my brand preferences to be an important part of who I am.
• Brands help me express myself.
• Brands are an important part of my life.
• I consider brands to be important in my life.

Citation

Sprott, D., Czellar, S., & Spangenberg, E. (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.