| Title | Influence of Congruency between Ideal Self and Brand Image on Sustainable Happiness |
|---|---|
| ID_Doc | 71110 |
| Authors | Han, J; Jun, M; Kim, M; Key, S |
| Title | Influence of Congruency between Ideal Self and Brand Image on Sustainable Happiness |
| Year | 2018 |
| Published | Sustainability, 10.0, 11 |
| Abstract | Building on the Sustainable Happiness Model, this study examines how congruency between ideal self-concepts and brand image influences a sense of happiness. The findings show that when the ideal self-image and the ideal social self-image are congruent with brand image, a sense of happiness can be enhanced through brand identification and positive emotions. An additional two-mediation analysis confirms that there are full mediation effects of brand identification and positive emotions between ideal self/ideal social self-brand congruency and happiness. This study contributes to the literature as it reveals the mechanism of how congruency between ideal self-concepts and brand image positively affects happiness. In addition, this study also provides useful insights for business practitioners as previous studies suggest that enhancing consumer well-being helps increase firms' long-term sustainability in many ways. |
| https://www.mdpi.com/2071-1050/10/11/4076/pdf?version=1541653429 |
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