Gain Company Fans by Building Brand Happiness

Gain Company Fans by Building Brand Happiness

Min Li

Min Li "Gain Company Fans by Building Brand Happiness" Published in International Journal of Trend in Research and Development (IJTRD), ISSN: 2394-9333, Volume-8 | Issue-6 , December 2021, URL:

Based on Philip Kotler's marketing philosophy, this paper studies the effect of brand Happiness on fans behavior from the perspective of enterprise marketing strategy. Focusing on young groups of Generation Z , this paper introduce the concept of brand happiness, and verify the importance of brand happiness in cultivating enterprise brand fans based on characteristics and emotion.

Generation Z; Brand Happiness; Behavior of Brand Fans

Volume-8 | Issue-6 , December 2021


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