Self-brand congruence brand identification and the effect of emotions on happiness

The purpose of marketing has gone beyond the concept of satisfaction rather than pleasing consumers, and has tended to increase the happiness of consumers. It is predicted that increasing consumer happiness can be associated with more than one concept. Among these concepts, the expressions of self-brand conrruence and brand identification are related to consumers' feeling of intimacy with the brand by choosing the brands that they deem more suitable for their personalities when purchasing goods or services. In this study, it is aimed to determine the effects of self-brand congruence, brand identification, and emotions on happiness, as well as the effect of happiness on purchase intention of consumers aged 18 and above who benefit from airline services. Face-to-face survey method was used in the study and survey interviews were conducted with 551 participants at Adana airport. Regression analysis was applied to test the hypotheses included in the research. According to the results of the research, it was observed that self-brand congruence has a high effect on brand identification. In other words, it has been determined that consumers tend to identify more strongly with brands that they see as compatible with their selves. While the dimension with the greatest effect on happiness was identified as brand identification, it was concluded that happy consumers had a high level of purchase intention.