Brand Happiness: Scale Development and Validation

Sunmyoung Cho, Yonsei University, South Korea
Ae-Ran Koh, Yonsei University, South Korea
This study reports the development and initial validation of a scale measuring the brand happiness construct, defined as feelings of happiness and satisfaction with lives or selves when consumers buy, have, or think about brands. The simple but powerful scale showed good reliability, validity, and predictability on consumers’ market behavior.
[ to cite ]:
Sunmyoung Cho and Ae-Ran Koh (2012) ,"Brand Happiness: Scale Development and Validation", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1132-1132.