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

• 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
• Institution: Nanyang Technological University

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...