Effects of product self-relatedness and ownership on word-of-mouth behaviour.

Effects of product self-relatedness and ownership on word-of-mouth behaviour.

This study examines the effects of product self-relatedness (similarity between self-image and product image) and ownership on word-of-mouth (WOM) behaviour. The results of the study show that product self-relatedness affects the volume and valence of WOM while ownership is found to only affect the...

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Bibliographic Details
Main Authors: Chia, Melvin Kian Siong., Seow, Calvin Ann Yuan., Liu, Meng Fai.
Other Authors: Chung, Cindy Mann Yien
Format: Final Year Project
Published: 2008
Subjects:
DRNTU::Business::Marketing::Consumer behavior
Online Access:http://hdl.handle.net/10356/8678
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Institution: Nanyang Technological University
Description
Summary:This study examines the effects of product self-relatedness (similarity between self-image and product image) and ownership on word-of-mouth (WOM) behaviour. The results of the study show that product self-relatedness affects the volume and valence of WOM while ownership is found to only affect the valence of WOM.

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