Consumer Well-Being (CWB): The Effects of Self-Image Congruence, Brand-Community Belongingness, Brand Loyalty, and Consumption Recency

Abstract

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

The Effects of Community Quality of Life on Local Policy Decisions

“…Sirgy and his colleagues provide substantial impacts of local public services on community QoL (Grzeskowiak & Sirgy, 2007;Sirgy, 2010;Sirgy et al, 2008;Sirgy et al, 2000). Looking at the effects of quality of life on voter participation in direct democracy elections, Yonk & Reilly (2011) demonstrate that QoL is a strong predictor of voter turnout.…”

“…According to research on the distinction between job satisfaction and quality of work life, job satisfaction is related more strongly to perceptions of organizational climate, while quality of work life is more strongly associated with individual affect for the organization and work (Ostrognay et al, 1997). As higher individual affect contributes to increased individual participation and group performances through pervasive effects on motivation (Hartel, Zerbe, & Ashkanasy, 2006), QoL underlying an individual's affect can be used to predict sense of community, attachment to the community, social inclusion, or social cohesion (Grzeskowiak & Sirgy, 2007;Hutcheson & Prather, 1988;McMillan & Chavis, 1986;Miles, 1975;Phillips, 2006). This understanding indicates that QoL conceptually complements citizen satisfaction research and offers additional information on the community to local decision-makers.…”

“…However, it is difficult to capture the impact of governmental action on citizens' lives in a community. Given that QoL including rational and emotional aspects of life allows local administrators to better understand citizens' affective commitments to the community, QoL conceptually complements citizen satisfaction research and offers additional information on the community such as the sense of community, attachment to the community, social inclusion, and social cohesion (Grzeskowiak & Sirgy, 2007;Hutcheson & Prather, 1988;McMillan & Chavis, 1986;Miles, 1975;Phillips, 2006). In this sense, this study uses the concept of QoL underlying citizens' affect.…”

Ragaszkodás és én-alakítás a fiatalok fogyasztásában – A fogyasztói lojalitás és az énkép közötti kapcsolat vizsgálata

“…Ennek egyik forrása az, amikor a fogyasztó nem tesz különbséget cég és márka között. Ez különösen szolgáltatások esetén jellemző, ahol az emberi tényező -az alkalmazottak -szerves része a tranzakciónak, így a hozzájuk kapcsolódó márkákat is személyes tulajdonságokkal tudják felruházni 38 .…”

“…Az egyén hajlamos bizonyos dolgait "lélekkel" felruházni 39 (Aggrawal, 2004 Amennyiben a fogyasztó úgy tud tekinteni a márkákra, mint egyénekre, akkor Fournier (1998) és Aaker (1996) megállapításai szerint az interperszonális kapcsolatokhoz hasonló viszony fűzheti őt egy-egy márkához. 38 A szolgáltatásmarketing irodalma kiterjedten foglalkozik az emberi tényező és a szolgáltatás, illetve a szolgáltatás márkája összefonódásával. Bővebben lásd: Veres 2009.…”