| 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 |
| DOI |
10.3390/su10114076 |
| 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. |
| Author Keywords |
Sustainable happiness model; ideal self; ideal social self; brand identification; positive emotions; consumer well-being |
| Index Keywords |
Index Keywords |
| Document Type |
Other |
| Open Access |
Open Access |
| Source |
Science Citation Index Expanded (SCI-EXPANDED); Social Science Citation Index (SSCI) |
| EID |
WOS:000451531700250 |
| WoS Category |
Green & Sustainable Science & Technology; Environmental Sciences; Environmental Studies |
| Research Area |
Science & Technology - Other Topics; Environmental Sciences & Ecology |
| PDF |
https://www.mdpi.com/2071-1050/10/11/4076/pdf?version=1541653429
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