Integrating Consumption-Related and General Well-Being in Brand Research:

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  • Matsubara Yu
    Assistant Professor, School of Business Administration, Kwansei Gakuin University, Japan
  • Kikawa Daisuke
    Associate Professor, Faculty of Economics, Meiji Gakuin University, Japan

Bibliographic Information

Other Title
  • 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の統合
  • ― 日本における検証 ―
  • Evidence from Japan
Published
2026-03-31
DOI
  • 10.7222/marketing.2026.026
Publisher
Japan Marketing Academy

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Description

<p>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.</p>

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