Brand Well-Being: Conceptualization,Scale Development And Validation

In the field of philosophy,happiness is divided into hedonic happiness and meaning happiness.Then it develops into subjective well-being,psychological well-being and social well-being in the field of psychology(ps.,we use two concepts of happiness and well-being alternatively in here because there is no difference between these two terms according to the relevant literature).However,the perspective of marketing research on happiness has been limited into subjective well-being for a long time.As an important part of life,consumption is verified as one of main sources of happiness.Will does brand,the objective of consumption,bring happiness or well-being to consumers? A number of investigations have proved that the answer is positive.However,there is no research on brand well-being in the academic field until now.This paper had proposed and defined the concept of brand well-being: the short-term pleasure experience and long-term spiritual satisfaction generated from different brand touch points.Then researcher compared brand well-being with brand happiness,brand satisfaction and consumer well-being.It showed that the concept of brand well-being is more profound and comprehensive.Through extensive literature review,interview and expert review,this paper distinguished several dimensions and items of well-being.Through a rigorous argument,researcher constructed a Brand Well-Being Scale that includes three dimensions: Brand based Life Satisfaction,Brand based Self-Realization,and Brand based Social Contribution.In two main studies,the results of exploratory factor analysis and confirmatory factor analysis jointly showed that the scale is reliable and valid.This research opened up the concept of brand well-being,explored and validated the dimensions and measurements of it,and improved the theoretical status that lack of effective scale in the academic field.In addition,the scale provided a reference for the enterprise to create brand well-being,and a new tool for measuring brand relationship quality.It also provided a scientific basis for comparing brand well-being between different enterprises,which can help them to grasp the effect of brand managing from a new perspective.At the last,the research limitations and prospects has been discussed.