Happiness and Well-Being of Consumers in Brand Research:

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  • Matsubara Yu
    Assistant Professor, School of Business Administration, Kwansei Gakuin University, Japan

Bibliographic Information

Other Title
  • ブランド研究における消費者の“幸せ”
  • Constructs, Antecedents and Consequences
  • ― 概念的課題と先行／結果要因の検討 ―

Description

<p>Consumer happiness and well-being have attracted increasing attention, with brands viewed as particularly suitable for enhancing individual happiness and well-being. However, theoretical studies on these issues within brand research are still in their early stages. This literature review aims to consolidate research on consumer happiness and well-being in brand research, through outlining crucial research topics to advance marketing research. The review indicates that (1) the constructs lack proper organization, (2) there is insufficient validation of antecedents with negative effects, and (3) there is a relative scarcity of studies on the consequences of general happiness and well-being.</p>

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