This study examined a comprehensive model of antecedents and consequences centered on two types of well-being—consumption-related and general well-being—within the Japanese context. The proposed model incorporated six types of well-being, eight antecedents, and six consequences. The findings were generally consistent with previous empirical studies, confirming the robustness of established relationships. Moreover, a multi-group analysis comparing service brands and tangible-goods brands revealed that the proposed model exhibited a largely consistent structural pattern across the two brand types. By integrating psychological processes surrounding consumer well-being in relation to brands, which had previously been investigated in a fragmented manner, this study provides a unified understanding of how brand-related experiences influence consumer well-being. In addition, the findings offer practical insights for brand managers, suggesting that marketing initiatives designed from a brand-oriented perspective can effectively enhance customers’ well-being while strengthening brand relationships.
"},{"@language":"ja","@value":"本研究ではブランド研究における「消費関連ウェルビーイング」と「一般的ウェルビーイング」に着目し，この2つのウェルビーイングを中心する先行要因／結果要因に関する包括的なモデルを日本の文脈で検証することを目的とする。6種類のウェルビーイング，8種類の先行要因，6種類の結果要因を含む包括的なモデルを検証した結果，おおむね先行研究と一致する結果が得られた。さらに，サービスブランドと製品ブランドの間にモデルの異質性が存在するかを検証し，本研究において提示されたモデルが両者である程度一定の構造を持つことが示唆された。本研究によって，過去の研究によって蓄積されてきたブランドに関する消費者のウェルビーイングを取り巻く心理的なプロセスが統合され，明確化された。また本研究はブランドマネージャーが自社の顧客のウェルビーイングを考慮したマーケティング施策を実施する際のロードマップを，ブランドの視点から提示した。
"}],"abstractLicenseFlag":"allow"}],"creator":[{"@id":"https://cir.nii.ac.jp/crid/1410582341104378368","@type":"Researcher","personIdentifier":[{"@type":"ORCID","@value":"0000-0002-9242-6089"}],"foaf:name":[{"@language":"ja","@value":"松原 優"},{"@language":"en","@value":"Matsubara Yu"}],"jpcoar:affiliationName":[{"@language":"en","@value":"Assistant Professor, School of Business Administration, Kwansei Gakuin University, Japan"},{"@language":"ja","@value":"関西学院大学 商学部 助教"}]},{"@id":"https://cir.nii.ac.jp/crid/1410870696575571968","@type":"Researcher","personIdentifier":[{"@type":"ORCID","@value":"0000-0003-2071-111X"}],"foaf:name":[{"@language":"ja","@value":"木川 大輔"},{"@language":"en","@value":"Kikawa Daisuke"}],"jpcoar:affiliationName":[{"@language":"en","@value":"Associate Professor, Faculty of Economics, Meiji Gakuin University, Japan"},{"@language":"ja","@value":"明治学院大学 経済学部 准教授"}]}],"publication":{"publicationIdentifier":[{"@type":"PISSN","@value":"03897265"},{"@type":"EISSN","@value":"21881669"}],"prism:publicationName":[{"@language":"ja","@value":"マーケティングジャーナル"},{"@language":"en","@value":"Quarterly Journal of Marketing"},{"@language":"en","@value":"MJ"},{"@language":"ja","@value":"MJ"},{"@language":"ja","@value":"Japan Marketing Journal"},{"@language":"en","@value":"QJM"}],"dc:publisher":[{"@language":"en","@value":"Japan Marketing Academy"},{"@language":"ja","@value":"日本マーケティング学会"}],"prism:publicationDate":"2026-03-31","prism:volume":"46","prism:number":"2","prism:startingPage":"138","prism:endingPage":"148"},"reviewed":"false","url":[{"@id":"https://www.jstage.jst.go.jp/article/marketing/46/2/46_2026.026/_pdf"}],"availableAt":"2026-03-31","foaf:topic":[{"@id":"https://cir.nii.ac.jp/all?q=%E5%8C%85%E6%8B%AC%E7%9A%84%E3%83%A2%E3%83%87%E3%83%AB","dc:title":"包括的モデル"},{"@id":"https://cir.nii.ac.jp/all?q=%E6%96%87%E8%84%88%E7%9A%84%E6%8B%A1%E5%BC%B5","dc:title":"文脈的拡張"},{"@id":"https://cir.nii.ac.jp/all?q=%E4%BA%BA%E7%94%9F%E6%BA%80%E8%B6%B3","dc:title":"人生満足"},{"@id":"https://cir.nii.ac.jp/all?q=Comprehensive%20model","dc:title":"Comprehensive model"},{"@id":"https://cir.nii.ac.jp/all?q=Contextual%20extension","dc:title":"Contextual extension"},{"@id":"https://cir.nii.ac.jp/all?q=Life%20satisfaction","dc:title":"Life satisfaction"}],"dataSourceIdentifier":[{"@type":"JALC","@value":"oai:japanlinkcenter.org:2015120241"},{"@type":"CROSSREF","@value":"10.7222/marketing.2026.026"}]}