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

Preprints.org
Jeongsoo HanSookyoung Key

Abstract

Building on the Sustainable Happiness Model, this study examined how congruency between ideal self-image and brand image influence a sense of happiness. The findings show that when ideal self-image and ideal social self-image are congruent with brand image a sense of happiness can be enhanced through brand identification and positive emotions. This study contributes to literature as it reveals the mechanism of how congruency between ideal self-image and brand image positively affect happiness.

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