college student quality of life, college student well-being, quality of college life of students, university student quality of life, university student well-being,

Consumer well-being (CWB) refers to the extent to which a particular consumer good or service creates an overall perception of the quality-of-life impact of that product. We developed a model that posits that CWB related to a specific product is heavily influenced by self-image congruence and brand-community belongingness. Self-image congruence is also hypothesized to influence CWB moderated by brand loyalty. Similarly, brand-community belongingness is hypothesized to influence CWB moderated by consumption recency. Our survey data of 275 undergraduate students reporting on their coffee consumption showed the following: (1) CWB was significantly predicted by brand loyalty and brandcommunity belongingness; (2) the effect of brand loyalty on CWB was moderated by self-image congruence, and (3) the effect of brand-community belongingness was moderated by consumption recency.Keywords Consumer well-being . Consumer satisfaction . Consumer welfare . Quality of life . Marketing and quality of life . Well-being marketing . Self-image congruence . Brand community belongingnessThe role of marketing on consumers' quality of life has interested many scholars (for an overview of the literature see Lee

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