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Influence of Congruency between Ideal Self and Brand Image on Sustainable Happinessopen access

Authors
Han, Jeongsoo전미나Kim, MiyeaKey, Sookyoung
Issue Date
Nov-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, pp.1 - 12
Journal Title
SUSTAINABILITY
Volume
10
Number
11
Start Page
1
End Page
12
URI
https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/4190
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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사회과학대학 > 소비자경제학과 > 1. Journal Articles
경상대학 > 경영학부 > 1. Journal Articles

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