Brand Engagement in Self-Concept: Scale Properties and the Global Nature of the Construct

Abstract

The aim of the two presented studies was to attest whether the brand engagement in self-concept (BESC) has a global nature and to further evaluate the psychometric properties of the BESC Scale. In the first study (N = 997), we tested the psychometric properties of the Polish version of the BESC Scale and confirmed its factorial structure using confirmatory factor analysis. The BESC scale has good internal consistency (α = .95), construct validity, and demonstrate full scalar invariance across gender. The second study (N = 287) provided evidence that BESC has a global nature and that it is significantly related to the assessment of self–brand distance for brands that belong to various product categories and are important to consumers. Overall, current results provide psychometric support for the BESC Scale as an appropriate measure of global propensity to include important brands as part of the self-concept.