Exploring the Distinctions Between Brand Happiness, Belongingness, Attachment, and Likeability: A Qualitative Analysis of Consumer Perceptions

The purpose of this study is to offer a refined scale for the brand happiness construct, and distinguish its measurement items to other similar constructs (belonging, attachment, and likability) these concepts, though often used interchangeably in research, differ significantly and can lead to misinterpretation. In order to gain a deep understanding of the research phenomena, a qualitative approach was employed, incorporating nine in-depth interviews and four focus groups with both marketing academics and customers, to explore these constructs in greater detail. Utilising the ‘brand happiness scale’ by Bruhn and Schnebelen (Die Unternehmung 71:464–490, 2017), the study assessed its effectiveness in measuring brand happiness. Findings from the interviews and focus groups revealed that while the scale is robust, an additional factor ‘perceived quality’ emerged as a key contributor to consumer brand happiness. Incorporating this dimension into the scale could enhance its accuracy in capturing the full spectrum of brand happiness. This research contributes to academia by clarifying conceptual overlaps and proposing a refined measurement of brand happiness, which could lead to more precise theoretical frameworks. From a managerial perspective, understanding the distinct roles of brand happiness, attachment, belonging, and likability can aid in better targeting and improving consumer–brand relationships. Incorporating perceived quality into brand strategy may help companies foster stronger emotional connections with consumers, enhancing brand loyalty and long-term success. Numerous implications for academics and managers are highlighted.