Effects of product self-relatedness and ownership on word-of-mouth behaviour.
Chia, Melvin Kian Siong.
Seow, Calvin Ann Yuan.
Liu, Meng Fai.
Date of Issue2002
College of Business (Nanyang Business School)
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.
Final Year Project (FYP)
Nanyang Technological University