Preprint Article Version 1 This version is not peer-reviewed

Influence of Congruency between Ideal Self and Brand Image on Sustainable Happiness

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. Preprints 2018, 2018070305 (doi: 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 (doi: 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.

Subject Areas

sustainable happiness; ideal self; ideal social self; brand identification; positive

Comments (0)

We encourage comments and feedback from a broad range of readers. See criteria for comments and our diversity statement.

Leave a public comment
Send a private comment to the author(s)
Views 0
Downloads 0
Comments 0
Metrics 0


×
Alerts
Notify me about updates to this article or when a peer-reviewed version is published.