Submitted:
17 July 2018
Posted:
17 July 2018
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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
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