Han, J.; Jun, M.; Kim, M.; Key, S. Influence of Congruency between Ideal Self and Brand Image on Sustainable Happiness. Sustainability 2018, 10, 4076, doi:10.3390/su10114076.
Han, J.; Jun, M.; Kim, M.; Key, S. Influence of Congruency between Ideal Self and Brand Image on Sustainable Happiness. Sustainability 2018, 10, 4076, doi:10.3390/su10114076.
Han, J.; Jun, M.; Kim, M.; Key, S. Influence of Congruency between Ideal Self and Brand Image on Sustainable Happiness. Sustainability 2018, 10, 4076, doi:10.3390/su10114076.
Han, J.; Jun, M.; Kim, M.; Key, S. Influence of Congruency between Ideal Self and Brand Image on Sustainable Happiness. Sustainability 2018, 10, 4076, doi:10.3390/su10114076.
Abstract
Building on the Sustainable Happiness Model, this study examined how congruency between ideal self-image and brand image influence a sense of happiness. The findings show that when ideal self-image and ideal social self-image are congruent with brand image a sense of happiness can be enhanced through brand identification and positive emotions. This study contributes to literature as it reveals the mechanism of how congruency between ideal self-image and brand image positively affect happiness.
Keywords
sustainable happiness; ideal self; ideal social self; brand identification; positive
Subject
Business, Economics and Management, Marketing
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
