How Brand Engagement Self- Concept (BESC) and Openness Influence Consumer Responses
Start Date
April 2026
Location
3rd floor - Library
Abstract
One line of branding research, that related to BESC, has begun to further delineate a deeper understanding on how consumers and brands interact with one another. The personality trait of openness and its relationship with BESC has yet to be examined and the interaction of such would provide marketers an avenue to more effectively position new brands depending on one’s level of BESC. Overall, BESC represents a key area for marketers to potentially unlock the barrier of new ideas succeeding in the marketplace and consumer buy-in. The dispositional nature of BESC and its influence on branding outcomes has provided marketers insight on preferences for national vs private brands (Liu et al. 2018 ), trust towards religious brands (Liu et al. 2018), and even inclination for extrinsic aspirations (Razmus et al. 2017). Ultimately, consumers’ openness to new brands might come down to their high (or low) levels of BESC and the results of such an investigation will provide marketers the ability to more effectively direct communication of new brands.
How Brand Engagement Self- Concept (BESC) and Openness Influence Consumer Responses
3rd floor - Library
One line of branding research, that related to BESC, has begun to further delineate a deeper understanding on how consumers and brands interact with one another. The personality trait of openness and its relationship with BESC has yet to be examined and the interaction of such would provide marketers an avenue to more effectively position new brands depending on one’s level of BESC. Overall, BESC represents a key area for marketers to potentially unlock the barrier of new ideas succeeding in the marketplace and consumer buy-in. The dispositional nature of BESC and its influence on branding outcomes has provided marketers insight on preferences for national vs private brands (Liu et al. 2018 ), trust towards religious brands (Liu et al. 2018), and even inclination for extrinsic aspirations (Razmus et al. 2017). Ultimately, consumers’ openness to new brands might come down to their high (or low) levels of BESC and the results of such an investigation will provide marketers the ability to more effectively direct communication of new brands.
