Construct · 1 fields · 1 citations

brand engagement in self-concept: a standalone construct

One name. One construct. A landmark on the map.

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Branding

a general tendency to include important brands as part of how people see themselves.

In branding, brand engagement in self-concept refers to a general tendency to include important brands as part of how people see themselves. This meaning comes from Sprott (2009) in Journal of Marketing Research.[1]

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Nearby constructs

customer engagement4 names · 4 citationsjangle · one investment, several models engagement8 fields · 13 citationsjingle · one name, seven constructs

References

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. https://doi.org/10.1509/jmkr.46.1.92

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