Brand Engagement in Self-Concept (BESC)
Marketing & SalesReliability: alpha 0.923 sample items
About this scale
An 8-item measure of consumers' general tendency to incorporate brands into their self-concept — distinct from engagement with a specific brand.
Sample item(s)
“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”
Reliability
Reported internal consistency: alpha 0.92. As a rule of thumb, Cronbach’s α ≥ .70 is considered acceptable, ≥ .80 good, and ≥ .90 excellent for established measures.
Notes
Free for academic use.
Source & citation
Sprott, D., Czellar, S., & Spangenberg, E. (2009): The importance of a general measure of brand engagement on market behavior. Journal of Marketing Research, Vol. 46, No. 1, pp. 92–104.
Source. Scale details are summarised from the publication cited above. Always consult the original source for the full item set, scoring, and permission to use.
Use it in your research
Need to check the reliability or psychometrics of this scale in your own data? Use the free DrAIStudio research tools:
Cronbach’s alpha calculator
All statistical calculators
Search the full Scale Atlas
Academic writing humanizer