Influence of Congruency between Ideal Self and Brand Image on Sustainable Happiness
- Authors
- Han, Jeongsoo; Jun, Mina; Kim, Miyea; Key, Sookyoung
- Issue Date
- 11월-2018
- Publisher
- MDPI
- Keywords
- Sustainable happiness model; ideal self; ideal social self; brand identification; positive emotions; consumer well-being
- Citation
- SUSTAINABILITY, v.10, no.11
- Indexed
- SCIE
SSCI
SCOPUS
- Journal Title
- SUSTAINABILITY
- Volume
- 10
- Number
- 11
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/72070
- DOI
- 10.3390/su10114076
- ISSN
- 2071-1050
- 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.
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Collections - Korea University Business School > Department of Business Administration > 1. Journal Articles
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