Brand Engagement in Self-Concept (BESC): A meta-analytic review of Antecedents and Consequences

Informações

Código: MKT713
Divisão: MKT - Marketing
Tema de Interesse: Tema 08 - Gestão de Relacionamentos e Relacionamentos Consumidor-Marca

Autores

VALTER AFONSO VIEIRA (Prog de Pós-Grad em Admin - PPA/UEM - Universidade Estadual de Maringá) VALTERAFONSOVIEIRA@GMAIL.COM
Victor Galindo de Mello (Prog de Pós-Grad em Admin - PPA/UEM - Universidade Estadual de Maringá) victmello@gmail.com
Marcos Schebeleski (Prog de Pós-Grad em Admin - PPA/UEM - Universidade Estadual de Maringá) marcosschebeleski@gmail.com

Resumo

Drawing on Self-concept theory, the Brand engagement in self-concept (BESC) scale assesses how individuals use brands to reinforce their self-schema. On brand literature, BESC has been influencing different consumer variables, generating mixing outcomes and questionable results. In this paper, the authors analyze how BESC influences consumers’ response and how specific moderators impact on these effect sizes. In order to resolve mixed results, the authors present a meta-analysis of 39 studies and 192 effects (N = 63,556 sample accumulated) calibrating the main influence of brand engagement on self-concept on consumer response. Statistics suggest that BESC positively influences attitude, consumption, engagement, behavioral intention, interactive, loyalty, materialism, shopping and status.

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