An Analytical Study on Brand Engagement in Self-Concept: A Perspective of Pakistan’s Consumer Market

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.