Version 1
: Received: 17 July 2018 / Approved: 17 July 2018 / Online: 17 July 2018 (10:39:58 CEST)
How to cite:
Han, J.; Jun, M.; Kim, M.; Key, S. Influence of Congruency between Ideal Self and Brand Image on Sustainable Happiness. Preprints2018, 2018070305. https://doi.org/10.20944/preprints201807.0305.v1
Han, J.; Jun, M.; Kim, M.; Key, S. Influence of Congruency between Ideal Self and Brand Image on Sustainable Happiness. Preprints 2018, 2018070305. https://doi.org/10.20944/preprints201807.0305.v1
Han, J.; Jun, M.; Kim, M.; Key, S. Influence of Congruency between Ideal Self and Brand Image on Sustainable Happiness. Preprints2018, 2018070305. https://doi.org/10.20944/preprints201807.0305.v1
APA Style
Han, J., Jun, M., Kim, M., & Key, S. (2018). Influence of Congruency between Ideal Self and Brand Image on Sustainable Happiness. Preprints. https://doi.org/10.20944/preprints201807.0305.v1
Chicago/Turabian Style
Han, J., Miyea Kim and Sookyoung Key. 2018 "Influence of Congruency between Ideal Self and Brand Image on Sustainable Happiness" Preprints. https://doi.org/10.20944/preprints201807.0305.v1
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.