Muhammad Sheeraz, M. S., FAISAL QADEER, F. Q., & KANWAL IQBAL KHAN , K. I. K. (2020). 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 . Journal of Business & Economics , 12(1), 43-61. https://doi.org/10.2112/jbe.v12i1.129