Consumer-brand identification and happiness in experiential consumption

Mikihiro Sato, Masayuki Yoshida, Jason Doyle, Wonjun Choi

Research output: Contribution to journalArticlepeer-review


Although the marketing literature has extensively studied consumer-brand identification, scholars have not fully explored its well-being benefits. Drawing from the social identity approach and the bottom-up theory of subjective well-being, we examine how consumer-brand identification can be a source of happiness in experiential consumption settings. We conduct two studies to test the proposed research model. In Study 1, results from 322 fans of a professional football team show that consumer happiness positively mediates the association between consumer-brand identification and overall happiness. We subsequently conduct a partial-least-square multigroup analysis with three groups (nonpurchase, one-time-purchase, and repeat-purchase) based on purchase frequency during the season. The results reveal that the path coefficient between consumer-brand identification and consumer happiness is stronger in the one-time-purchase group than in the nonpurchase group. In Study 2, we reexamine the proposed model while accounting for the effects of core product quality. Results from 500 fans of a professional baseball team support Study 1's findings. Overall, our findings add to the knowledge surrounding the well-being benefits of consumer-brand identification and demonstrate the role of experiential consumption in facilitating happiness.

Original languageEnglish (US)
Pages (from-to)1579-1592
Number of pages14
JournalPsychology and Marketing
Issue number8
StatePublished - Aug 2023


  • bottom-up theory
  • consumer happiness
  • consumer well-being
  • consumer-brand identification
  • experiential consumption
  • social identity approach
  • sports events

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing


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