Submitted:
17 July 2018
Posted:
17 July 2018
You are already at the latest version
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
Copyright: This open access article is published under a Creative Commons CC BY 4.0 license, which permit the free download, distribution, and reuse, provided that the author and preprint are cited in any reuse.
