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

2018 ◽  
Vol 10 (11) ◽  
pp. 4076
Author(s):  
Jeongsoo Han ◽  
Mina Jun ◽  
Miyea Kim ◽  
Sookyoung Key
Keyword(s):  
Positive Emotions ◽  
Brand Image ◽  
Well Being ◽  
Social Self ◽  
Ideal Self ◽  
Brand Identification ◽  
Mediation Effects ◽  
Self Image ◽  
Sustainable Happiness ◽  
The Ideal

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.

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

2018 ◽  
Author(s):  
Jeongsoo Han ◽  
Mina Jun ◽  
Miyea Kim ◽  
Sookyoung Key
Keyword(s):  
Positive Emotions ◽  
Brand Image ◽  
Social Self ◽  
Ideal Self ◽  
Brand Identification ◽  
Self Image ◽  
Sustainable Happiness

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.

Differences across gender, grade level, and academic track in the content of the ideal self-image

Sex Roles ◽  
1990 ◽  
Vol 22 (5-6) ◽  
pp. 349-358 ◽  
Author(s):  
Jane Bybee ◽  
Marion Glick ◽  
Edward Zigler
Keyword(s):  
Grade Level ◽  
Ideal Self ◽  
Self Image ◽  
Academic Track ◽  
The Ideal

scholarly journals Strengthening the visions of students as proficient L2 speakers: A teaching proposal for the EFL classroom

2019 ◽  
Vol 1 (2) ◽  
pp. 51-60
Author(s):  
Aranzazu García Pinar
Keyword(s):  
Foreign Language ◽  
Learning Experience ◽  
Ideal Self ◽  
Self Image ◽  
Future State ◽  
L2 Motivational Self System ◽  
Language Classroom ◽  
L2 Learning ◽  
Ideal L2 Self ◽  
The Ideal

Over the past ten years, research on second language motivation has been dominated by Dörnyei’s influential motivational paradigm, the L2 Motivational Self System. This theoretical construct is comprised of the ideal L2 self, the ought-to L2 self and the L2 learning experience. Students’ imagined visualisations are central components in this theory, as this holds that students who have an explicit ideal self-image with an L2 component are more likely to be motivated to learn a language than other students that have not established a desired future state goal for themselves. To enhance students’ future-self-images, L2 lecturers can create adequate L2 learning experiences, where methodologies and materials fit in with the students’ needs, and where their visions as proficient users of the L2 are regularly sustained and strengthened by productive and realistic tasks. This article offers a teaching proposal that uses multimodal TED conferences as classroom artefacts to embolden students in the foreign language classroom to speak in public. These students might, if able to visualise their desired language selves portrayed in TED speakers, be motivated to spread their ideas worth spreading.

scholarly journals Examining Image Congruence and Its Consequences in the Context of Robotic Coffee Shops

2021 ◽  
Vol 13 (20) ◽  
pp. 11413
Author(s):  
Heather Markham Kim ◽  
Kisang Ryu
Keyword(s):  
Brand Loyalty ◽  
Positive Influence ◽  
Brand Attitude ◽  
Social Self ◽  
Ideal Self ◽  
Brand Attachment ◽  
Self Image ◽  
Image Congruence ◽  
Coffee Shops

This study aimed to find the role of image congruence in the context of robotic coffee shops. More specifically, this study proposed that three types of image congruence including actual self-image congruence, ideal self-image congruence, and social self-image congruence aid to increase brand attitude. In addition, it was proposed that brand attitude positively affects brand attachment and brand loyalty. For this, this study collected data from 325 customers who used robotic coffee shops. The data analysis results indicated that the three types of image congruence have a positive influence on brand attitude. In addition, brand attitude was found to be an important factor affecting brand attachment and brand loyalty.

scholarly journals Self processes in interdependent relationships

2005 ◽  
Vol 6 (3) ◽  
pp. 375-391 ◽  
Author(s):  
Caryl E. Rusbult ◽  
Madoka Kumashiro ◽  
Shevaun L. Stocker ◽  
Jeffrey L. Kirchner ◽  
Eli J. Finkel ◽  
...  
Keyword(s):  
Empirical Evidence ◽  
Well Being ◽  
Ideal Self ◽  
Behavioral Tendencies ◽  
Key Features ◽  
Michelangelo Phenomenon ◽  
And Behavior ◽  
Interdependent Relationships ◽  
The Ideal

This essay reviews theory and research regarding the “Michelangelo phenomenon,” which describes the manner in which close partners shape one another’s dispositions, values, and behavioral tendencies. Individuals are more likely to exhibit movement toward their ideal selves to the degree that their partners exhibit affirming perception and behavior; exhibiting confidence in the self’s capacity and enacting behaviors that elicit key features of the self’s ideal. In turn, movement towards the ideal self yields enhanced personal well-being and couple well-being. We review empirical evidence regarding this phenomenon and discuss self and partner variables that contribute to the process.

I am you, you are me: game character congruence with the ideal self

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Dong Woo Ko ◽  
Jihye Park
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Positive Impact ◽  
Online Game ◽  
Ideal Self ◽  
Content Type ◽  
Self Image ◽  
Game Player ◽  
Game Players ◽  
The Ideal

PurposeThe purpose of this research is to examine the effects of congruence between the ideal self-image of a game player and the game character on identification and interaction with the game character, perceived game power and performance, character attachment and willingness to spend money on the game character.Design/methodology/approachA total of 347 online game players participated in an online survey posted via the nationwide crowdsourcing web service Mechanical Turk in the US. A structural equation modelling was conducted using a maximum-likelihood estimation procedure to test the relationships among the variables.FindingsThe results revealed a significant positive impact of congruence between a game character and the ideal self-image of a game player on identification and interaction with the game character, perceived game power, game performance, attachment to the game character and willingness to spend money on the game character.Originality/valueAlthough significant research has been conducted in the area of online gaming, limited attention has been given to the strategic game content that stimulates a player's intention to purchase game items. Due to the challenges in sales growth in the game industry caused by business model shifts from a subscription-based model to a free-to-play one, it is important for marketing practitioners to motivate game players to continue playing the game and purchase game items. The results of this study provide valuable strategic insights to overcome the limitations of existing marketing strategies in the online game business.

scholarly journals Inspired and Effective: The Role of the Ideal Self in Employee Engagement, Well-Being, and Positive Organizational Behaviors

2021 ◽  
Vol 12 ◽  
Author(s):  
Hector A. Martinez ◽  
Kylie Rochford ◽  
Richard E. Boyatzis ◽  
Sofia Rodriguez-Chaves
Keyword(s):  
Employee Engagement ◽  
Organizational Citizenship Behavior ◽  
Well Being ◽  
Citizenship Behavior ◽  
Job Engagement ◽  
Full Time ◽  
Ideal Self ◽  
Psychological Well Being ◽  
The Impact ◽  
The Ideal

This study explores the efficacy of a specific tool – the articulation of the ideal self – in job engagement, psychological well-being, and organizational citizenship behavior. We hypothesized that employees who can visualize their jobs as part of their ideal self – in particular how it helps in its development and realization – would feel higher levels of engagement and fulfillment in their lives, as well as engage in greater amounts of helping and voice OCB. A total of 239 full time employees from five companies in Costa Rica filled out the ideal self questionnaire, the job engagement, and psychological well-being surveys, and were evaluated by their peers on task behavior and helping and voice OCB. Results of the SEM model showed that the ideal self was positively related to job engagement, psychological well-being and helping and voice. These findings contribute to the research on the impact and importance for organizations to help employees find meaningfulness in their work.

Exploring the impact of employees’ self-concept, brand identification and brand pride on brand citizenship behaviors

2016 ◽  
Vol 50 (1/2) ◽  
pp. 58-77 ◽  
Author(s):  
Sabrina Verena Helm ◽  
Uwe Renk ◽  
Anubha Mishra
Keyword(s):  
Online Survey ◽  
Self Concept ◽  
Citizenship Behavior ◽  
Ideal Self ◽  
Brand Identification ◽  
Cross Sectional ◽  
Content Type ◽  
Brand Pride ◽  
The Impact ◽  
The Ideal

Purpose – The purpose of this paper is to identify how employees’ perceived congruity of their employers’ corporate brand with their own actual and ideal self may affect their brand identification (BI), brand pride (BP) and brand citizenship behavior (BCB). Design/methodology/approach – This cross-sectional paper involved 283 employees in Germany who completed an online survey. Findings – Congruity of the brand with employees’ actual self and with their ideal self has similar effects on employees’ BI. However, effects differ with respect to the other outcome variables. BP is only affected by congruity of the brand with the ideal self, whereas BCB is only affected by congruity of the brand with the actual self. Brand identity is positively related to BP and BCB; BP also affects BCB. Research limitations/implications – Future studies could include different sources for evaluation of BI, BP and BCB; for temporally separate measurement of identification, pride and BCB; and for use of fictitious brands or experimental manipulations of pride to increase internal validity. The discrepant impacts of congruity of the brand with the actual self and the ideal self as detected in the paper could spark research interest in addressing motivations to increase self-esteem and self-consistency in a work context or in investigating specific mediators or moderators in the relationship between self-concept, (brand) identification and pride, as well as behaviors. Finally, research could address different kinds of pride, such as individual and collective forms of pride, as well as their interplay. Practical implications – Managers should be aware of the different effects of a corporate brand’s fit with employees’ actual and ideal self, and also should note that BI seems essential in augmenting BP and brand-related behaviors. The paper develops implications for internal branding and HRM strategies regarding employee selection, promotion and retention. Findings also indicate that BP motivates BCB in line with current assumptions in research and practice on individual forms of pride. Originality/value – This paper investigates employees’ perceptions of “their” brand’s fit with their actual and ideal self separately, and determines the differences in impact on BP and BCB, extending existing knowledge on drivers of brand-building behaviors. It also develops the concept of BP in the context of social identity theory and the need for distinction; it further provides initial empirical insights into the role of employees’ BP, including the development of a measure.

An Empirical Investigation of Consumer Memory, Attitude, and Perceptions toward Pioneer and Follower Brands

1995 ◽  
Vol 59 (4) ◽  
pp. 34-45 ◽  
Author(s):  
Frank H. Alpert ◽  
Michael A. Kamins
Keyword(s):  
Positive Attitude ◽  
Empirical Investigation ◽  
Brand Image ◽  
Purchase Intentions ◽  
Learning Effects ◽  
Ideal Self ◽  
Automatic Learning ◽  
Self Image ◽  
Consumer Memory ◽  
New Consumer

The authors’ study provides the first survey-based approach for examining consumer cognitions, affect, and reported behavior toward pioneer brands. Prior consumer research on pioneers has largely focused on automatic learning effects that are based on order of exposure. An entirely different issue is whether it matters to consumers to know, years after the product's introduction when follower brands are also available, that a particular brand was the product pioneer. The authors test six hypotheses, focusing on this issue as well as on new consumer behavior explanations for pioneer brand advantage. They find consumers to have a positive attitude toward pioneer brands in general, which is partially explained by their favorable perceptions of pioneer brands. In addition, a similarity is found between pioneer brand image and individual ideal self-image, which suggests that an association or desire for consistency between the two may be another explanation for favorable attitude and positive purchase intentions toward pioneer brands. The authors’ findings support the idea that a potentially enduring, relatively inimitable competitive advantage may be created by the act of “pioneership.”

Sign in / Sign up

Export Citation Format

Share Document