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

• المؤلفون الرئيسيون: Chia, Melvin Kian Siong., Seow, Calvin Ann Yuan., Liu, Meng Fai.
• مؤلفون آخرون: Chung, Cindy Mann Yien
• التنسيق: Final Year Project
• منشور في: 2008
• الموضوعات: DRNTU::Business::Marketing::Consumer behavior
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/8678

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...