Muhammad Sheeraz, M. S.; FAISAL QADEER, F. Q.; KANWAL IQBAL KHAN , K. I. K. What I Am, What I Want to Be: The Role of Brand Experience in the Relationship of Self-Congruence Facets and Orientation Toward Happiness : What I Am, What I Want to Be: The Role of Brand Experience in the Relationship of Self-Congruence Facets and Orientation Toward Happiness . JBE 2020, 12, 43-61.