Abstract
This paper contributes to a new construct Brand Engagement in
Self-Concept (BESC) in Pakistani consumer market. The purpose
of the study was to analyze if Self Brand Connection (SBC) and
BESC coexist. The study also determines the relationship of BESC
with some aspects of consumer behavior, specifically with
behavioral intentions. Findings show that BESC relates to the
brand loyalty, satisfaction, likelihood of repurchase and switching
costs; but it has no relation with price sensitivity and time
sensitivity.The study reveals that the demographical factors of age
and gender have no significant impact on BESC, while marital
status and household income have a significant effect on BESC.
Shamaila Gull , Syed Salman Hassan, Sania Manzoor , Zubair Shafiq. (2020) An Analytical Study on Brand Engagement in Self-Concept: A Perspective of Pakistan’s Consumer Market, Journal of Pakistan Vision, Volume 21, Issue 1.
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