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

Jeongsoo Han, Mina Jun, Miyea Kim and Sookyoung Key
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Jeongsoo Han: Business School, Sogang University, 35 Baekbeom-ro, Mapo-gu, Seoul 04107, Korea
Mina Jun: Business School, Korea University, 145 Anam-Ro, Seongbuk-Gu, Seoul 02841, Korea
Miyea Kim: Department of Consumer Economics, Sookmyung Women’s University, 47gil, Yongsan-gu, Seoul 04310, Korea
Sookyoung Key: Business School, Sungkyunkwan University, 25-2 Sungkyunkwan-ro, Jongno-gu, Seoul 03063, Korea

Sustainability, 2018, vol. 10, issue 11, 1-12

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.

Keywords: Sustainable happiness model; ideal self; ideal social self; brand identification; positive emotions; consumer well-being (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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