THE ROLE OF BRAND EXPERIENCES TOWARDS HAPPINESS OF YOUNG INDIVIDUALS

Abstract

This study examines the role of brand experiences towards happiness of young individuals. It was quantitative study where survey research method has been adopted, employing the questionnaire as an instrument of data collection. Demographic variables such as gender, age, qualification, area of study and locale were also included in the study. A sample of 384 students was selected by using proportional allocation method. Data was collected from four universities of  Punjab,Pakistan that includes; the Islamia university of bahawalpur, University of Punjab, Govt college university of Faisalabad, and Bahauddin Zakariya University Multan.  Statistical analysis of the data was done through SPSS. The findings show that happiness is significantly negatively correlated with brand consumption. Findings also show that the majority of young individuals purchased apparel brands. This study can be helpful in better understanding of youth’s experience towards brands and its effects on their happiness. Despite of the growing tendency for luxury brands products now a days, a few types of researches have been concluded to find out the link between brands experiences and happiness level of young individuals. To better understand the role of brand experiences towards happiness of young individuals; this research inspected the happiness level of university students in details.