What is it about?
This study aims to explore how self-image congruence influences life satisfaction, focusing on understanding how brand love and brand addiction mediate these connections. Examining these complex relationships aims to contribute insights into the complex interplay between personal identity, consumer–brand relationships and overall life satisfaction.
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Why is it important?
The results indicate that ideal self-image congruence negatively affects consumers’ life satisfaction, while actual self-image, brand love and brand addiction positively contribute to life satisfaction. The study reveals partial mediation of brand addiction between actual/ideal self-image congruence and life satisfaction, but not brand love. In addition, brand love and brand addiction serve as positive serial mediators between actual self-image congruence and life satisfaction, as well as ideal self-image congruence and life satisfaction.
Perspectives
These results provide a new outlook on the influence of self-image congruence on consumers’ life satisfaction. The study contributes to the existing literature by exploring the mediating role of consumers’ self-image congruence on life satisfaction through the lenses of consumer–brand relationships and addictive behavior, enriching our understanding of these complex dynamics.
Dr Omar S. Itani
Lebanese American University
Read the Original
This page is a summary of: Unlocking life satisfaction: the impact of self-image congruence on consumers’ life satisfaction through brand love and brand addiction, European Journal of Marketing, September 2025, Emerald,
DOI: 10.1108/ejm-02-2024-0103.
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