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.
• 其他作者: Chung, Cindy Mann Yien
• 格式: Final Year Project
• 出版: 2008
• 主題: DRNTU::Business::Marketing::Consumer behavior
• 在線閱讀: 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...