Brand and brand happiness in consumption culture

Consumption has had a significant impact on people's social lives as a result of the rise of globalization and mass production. The changing understanding of consumption has become a factor that individuals use to meet not only their concrete needs but also their emotional demands and needs. Changes in people's understanding of consumption have enabled businesses to develop new strategies through brands. Individuals' increasingly and clearly observable pursuit of emotional demands and requirements in their understanding of consumption is attempted to be satisfied by brands through happiness, a widespread concept today. This study examines the brand and brand happiness in consumption culture and tries to figure out how corporations' commodification of the concept of happiness to the customer as a brand to meet their emotional demands and requirements has an impact on their purchasing behaviour.