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

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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)

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.

Suggested Citation

  • Jeongsoo Han & Mina Jun & Miyea Kim & Sookyoung Key, 2018. "Influence of Congruency between Ideal Self and Brand Image on Sustainable Happiness," Sustainability, MDPI, vol. 10(11), pages 1-12, November.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:11:p:4076-:d:181070
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    References listed on IDEAS

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    Cited by:

    1. Carol Yirong Lu & Allan Cheng Chieh Lu, 2022. "Parasocial Interaction, Destination Personality Fit and Consumers’ Behavioral Intentions: The Case of TV Shopping," Sustainability, MDPI, vol. 14(15), pages 1-14, August.

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