Javascript: Object Literal reference in own key’s function instead of ‘this’

Both can be problematic.

var obj = {
    key1: "it",
    key2: function(){ return this.key1 + " works!" }
};
var func = obj.key2;
alert(func()); // error

When func is not called as a method of obj, this can reference something else (in here: the global object “window“).

var obj = {
    key1: "it",
    key2: function(){ return obj.key1 + " works!" }
};
var newref = obj;
obj = { key1: "something else"; };
alert(newref.key2()); // "something else works"

In here we access the object from another reference, though the obj in the function may now point to some other object.

So you will have to choose which case is more likely. If you really want to make it safe, prevent obj from being exchanged:

// ES6 - use `const`:
const obj = {
    key1: "it",
    key2: function(){ return obj.key1 + " works always!" }
};

// ES5: use a closure where the `obj` is stored in a local-scoped variable:
var obj = (function(){
    var local = {
        key1: "it",
        key2: function(){ return local.key1 + " works always!" }
    };
    return local;
})();

or you bind() the function to the object:

var obj = {
    key1: "it",
    key2: function(){ return this.key1 + " works always!" }
}
obj.key2 = obj.key2.bind(obj);