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Sustainability 2018, 10(11), 4076; https://doi.org/10.3390/su10114076

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

1
Business School, Sogang University, 35 Baekbeom-ro, Mapo-gu, Seoul 04107, Korea
2
Business School, Korea University, 145 Anam-Ro, Seongbuk-Gu, Seoul 02841, Korea
3
Department of Consumer Economics, Sookmyung Women’s University, 47gil, Yongsan-gu, Seoul 04310, Korea
4
Business School, Sungkyunkwan University, 25-2 Sungkyunkwan-ro, Jongno-gu, Seoul 03063, Korea
*
Author to whom correspondence should be addressed.
Received: 16 October 2018 / Revised: 22 October 2018 / Accepted: 3 November 2018 / Published: 7 November 2018
(This article belongs to the Section Economic, Business and Management Aspects of Sustainability)
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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. View Full-Text
Keywords: Sustainable happiness model; ideal self; ideal social self; brand identification; positive emotions; consumer well-being Sustainable happiness model; ideal self; ideal social self; brand identification; positive emotions; consumer well-being
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Han, J.; Jun, M.; Kim, M.; Key, S. Influence of Congruency between Ideal Self and Brand Image on Sustainable Happiness. Sustainability 2018, 10, 4076.

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