Influence of congruency between ideal self and brand image on Sustainable Happiness

Article

Han, J., Jun, M., Kim, M. and Key, S. 2018. Influence of congruency between ideal self and brand image on Sustainable Happiness. Sustainability. 10 (11). https://doi.org/10.3390/su10114076
TypeArticle
TitleInfluence of congruency between ideal self and brand image on Sustainable Happiness
AuthorsHan, J., Jun, M., Kim, M. and Key, S.
Abstract

Building on the Sustainable Happiness Model, this study examines how congruency between ideal self-concepts and brand image influences a sense of happiness. The findings show that when the ideal self-image and the ideal social self-image are congruent with brand image, a sense of happiness can be enhanced through brand identification and positive emotions. An additional two-mediation analysis confirms that there are full mediation effects of brand identification and positive emotions between ideal self/ideal social self-brand congruency and happiness. This study contributes to the literature as it reveals the mechanism of how congruency between ideal self-concepts and brand image positively affects happiness. In addition, this study also provides useful insights for business practitioners as previous studies suggest that enhancing consumer well-being helps increase firms’ long-term sustainability in many ways.

KeywordsSustainable happiness model; ideal self; ideal social self ; brand identification ; positive emotions ; consumer well-being
Sustainable Development Goals9 Industry, innovation and infrastructure
Middlesex University ThemeCreativity, Culture & Enterprise
PublisherMDPI AG
JournalSustainability
ISSN
Electronic2071-1050
Publication dates
Online07 Nov 2018
Print07 Nov 2018
Publication process dates
Submitted16 Oct 2018
Accepted03 Nov 2018
Deposited12 Oct 2023
Output statusPublished
Publisher's version
License
Digital Object Identifier (DOI)https://doi.org/10.3390/su10114076
Scopus EID2-s2.0-85055994986
Web of Science identifierWOS:000451531700250
LanguageEnglish
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