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The pursuit of happiness is fundamental to human beings and this state of striving is closely intertwined with consumption behavior. “Consumers want to be happy, and marketers are increasingly trying to appeal to consumer's pursuit of happiness" (Mogilner et al., 2012, p. 429). Current research on customer happiness is only in its early stages and therefore offers little guidance. This is the starting point of this dissertation, which addresses the key questions: what is happiness and what is its relationship with consumption? Furthermore, how can we measure the impact of marketing on happiness? And finally, does customer engagement have an impact on customer happiness? To address these questions, this dissertation comprises three discrete empirical papers. The central contribution of this work is the combination of different research perspectives – on the one hand the qualitative study on happiness theories through the functional analysis of sociology, and on the other hand two quantitative studies which develop a measurement and use it within structural equation modeling. Additionally, this work includes theories and insights from various disciplines such as psychology, philosophy, sociology, history, economics as well as marketing. Building on these comprehensive insights, this work develops a fundamental theory on customer happiness and also provides an empirical measurement for use in further research. [ABSTRACT FROM AUTHOR]