Flourishing consumers from brands: brand well-being's conception, dimensions and scale. Issue 3 (30th October 2020)

• Record Type: Journal Article
• Authors: Shu, Lifang; Wei, Haiying; Ran, Yaxuan
• Is Part Of: Journal of contemporary marketing science. Volume 3:Issue 3(2020)
• Page Start: 411
• Page End: 432
• Publication Date: 2020-10-30
• Subjects: Brand well-being -- Scale development -- Factor analysis; Marketing -- Periodicals; 381
• DOI: 10.1108/JCMARS-08-2020-0030
• Languages: English
• ISSNs: 2516-7480

Abstract

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.