Abstract: Brand Well-being refers to brands not only satisfy customers’ basic functional and emotional need, bringing ephemeral pleasure, but also represents a national spirit and honor, bringing positive, lasting and noble happiness and value. By conducting four studies, the present research defines and verifies the concept and dimensions of brand well-being, develops its measurement scale as well. First, we build the concept of brand well-being through qualitative interviews and related research, suggesting brand well-being includes three dimensions: individual well-being, social well-being and national well-being. Second, through two big investigation samples, we collect 389 questionnaires for exploratory factor analysis and 390 questionnaires for confirmatory factor analysis, getting 11 items for brand well-being scale. Finally, we examine the scale’s predictive and incremental validity, showing that brand well-being is positively associated with word of mouth, brand loyalty and life satisfaction. We combine brand theory and positive psychology theory, expand the boundary of brand value, and provide new enlightenment for optimizing brand strategy practice.

Key words:  , brand well-being, scale development, factor analysis