Consumer Well-Being (CWB): The Effects of Self-Image Congruence, Brand-Community Belongingness, Brand Loyalty, and Consumption Recency
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- Grzeskowiak, S. & Sirgy, M.J. Applied Research Quality Life (2007) 2: 289. doi:10.1007/s11482-008-9043-9
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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 brand-community 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.