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

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.