The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale

By David E. Sprott, S. Czellár, Eric R. Spangenberg. 2009

895 citations recorded by the source corpus.

Subfields: Applied Psychology, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/38a4b07e19436d7a3ce5b3ed78d09583bc3697f0

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In Applied Psychology

In Marketing

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Citations in the corpus

S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM (2019, background): “…2016; Verhoef et al. 2010b), “customer engagement behaviors” (Van Doorn et al. 2010), “consumer engagement” (Brodie et al. 2013), “consumer brand engagement” (Hollebeek et al. 2014), “advertising engagement” (Phillips and McQuarrie 2010), and “brand engagement in self-concept” (Sprott et al. 2009).”
The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention (2019, neutral): “Therefore, when the consumer develops the psychological state of passion and immersion in a brand that characterizes engagement, even developing a tendency to include important brands as part of their self-concept, it is expected that they will perceive greater brand value (Sprott et al ., 2009).”
Consumer engagement with self-expressive brands: brand love and WOM outcomes (2014, background): “The literature suggests that consumers develop self-schemas about brands they use or like (Sprott et al., 2009), and such brand ‘Liking’ on the social network is a manifestation of consumers’ engagement (Chauhan and Pillai, 2013).”
Online brand community engagement: Scale development and validation (2015, background): “…and behavioral brand-related activity during, or related to, specific consumer/brand interactions.” p. 6 3 dimensions/10 items 1 qualitative/ 3 quantitative ✗ ✓ ✗ ✗ Sprott et al. (2009) Brand engagement in self-concept is the “individual difference representing consumers' propensity to include…”
Exploring positively- versus negatively-valenced brand engagement: a conceptual model (2014, background): “, 2004), with BE representing a prominent concept in both the managerial and scholarly discourse addressing the need for more effective marketing metrics (Marketing Science Institute, 2010; Sprott et al., 2009; Voyles, 2007; Tripathi and Vilakshan, 2009).”
How Important Are Brands? A Cross-Category, Cross-Country Study (2010, methodology): “Previous research (Fischer 2007; Srinivasan and Park 1997) has found that simpler, self-explicated methods often show similar performance to complex conjoint tasks.”