Flourishing consumers from brands: brand well-being's conception, dimensions and scale
Journal of Contemporary Marketing Science
ISSN: 2516-7480
Article publication date: 30 October 2020
Issue publication date: 12 October 2020
Abstract
Purpose
The present research aims to construct the brand well-being concept and develop the brand well-being scale.
Design/methodology/approach
By interviewing 21 consumers and coding interview text, the authors propose and construct the definition of brand well-being. Using two large sample surveys, the authors develop 11 items for the brand well-being scale.
Findings
By interviewing 21 consumers and coding interview text, the authors propose and construct the definition of brand well-being. Using two large sample surveys, the authors develop 11 items for the brand well-being scale.
Originality/value
This research combines the branding theory and positive psychology theory, expands the extant understanding of brand value and provides new insights into optimizing a brand strategy.
Keywords
Acknowledgements
This article was previously published in Mandarin as 【舒丽芳, 卫海英, 冉雅璇, “品牌福泽百姓——品牌福祉的构念、维度及量表开发”, 营销科学学报, 14 (3-4), 115-135】. This translation appears here with the permission of the Chinese Marketing Association of UniversitiesThis research was supported by the National Natural Science Foundation of China (Grant No. 71772077, 71802192, 71372169 and 71802093), the Ministry of Education of Humanities and Social Science project (Grant No. 18YJC630137), and the Fundamental Research Funds for the Central Universities (Grant No. 15JNLH005).
Citation
Shu, L., Wei, H. and Ran, Y. (2020), "Flourishing consumers from brands: brand well-being's conception, dimensions and scale", Journal of Contemporary Marketing Science, Vol. 3 No. 3, pp. 411-432. https://doi.org/10.1108/JCMARS-08-2020-0030
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited