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.
Highlights
Happiness is a common pursuit of value for all human beings, and people strive for happiness in a variety of ways
We expect that congruency between ideal self-image and brand image is likely to influence brand identification, which in turn enhances a sense of happiness through positive emotions
To test the validity of the constructs used in this study, especially in terms of convergent and discriminant validity, we conducted a confirmatory factor analysis (CFA) by using AMOS program
Summary
Happiness is a common pursuit of value for all human beings, and people strive for happiness in a variety of ways. Building on the Sustainable Happiness Model, we expect that a company’s marketing efforts can positively influence consumer happiness by reflecting consumers’ ideal self-concepts through brands. We expect that congruency between ideal self-image and brand image is likely to influence brand identification, which in turn enhances a sense of happiness through positive emotions In this regard, a main objective of this study is to reveal the mechanism of how the congruency of the consumers’ ideal self-concepts and the brand image enhances consumer happiness through brand identification and positive emotions. Revealing how to enhance the well-being of consumers through business practices is significant, as extant literature has identified enhancing customer well-being as helping firms to achieve higher financial performance in the long-term [3,4,5,6] In this regard, we believe that our findings provide useful insights for business practitioners to increase the sustainability of their business
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