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...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Published: |
2008
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/8678 |
| _version_ | 1811688243768328192 |
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| author | Chia, Melvin Kian Siong. Seow, Calvin Ann Yuan. Liu, Meng Fai. |
| author2 | Chung, Cindy Mann Yien |
| author_facet | Chung, Cindy Mann Yien Chia, Melvin Kian Siong. Seow, Calvin Ann Yuan. Liu, Meng Fai. |
| author_sort | Chia, Melvin Kian Siong. |
| collection | NTU |
| description | 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. |
| first_indexed | 2024-10-01T05:29:07Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/8678 |
| institution | Nanyang Technological University |
| last_indexed | 2024-10-01T05:29:07Z |
| publishDate | 2008 |
| record_format | dspace |
| spelling | ntu-10356/86782023-05-19T07:23:14Z Effects of product self-relatedness and ownership on word-of-mouth behaviour. Chia, Melvin Kian Siong. Seow, Calvin Ann Yuan. Liu, Meng Fai. Chung, Cindy Mann Yien Nanyang Business School DRNTU::Business::Marketing::Consumer behavior 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. 2008-09-24T07:23:50Z 2008-09-24T07:23:50Z 2002 2002 Final Year Project (FYP) http://hdl.handle.net/10356/8678 Nanyang Technological University application/pdf |
| spellingShingle | DRNTU::Business::Marketing::Consumer behavior Chia, Melvin Kian Siong. Seow, Calvin Ann Yuan. Liu, Meng Fai. Effects of product self-relatedness and ownership on word-of-mouth behaviour. |
| title | Effects of product self-relatedness and ownership on word-of-mouth behaviour. |
| title_full | Effects of product self-relatedness and ownership on word-of-mouth behaviour. |
| title_fullStr | Effects of product self-relatedness and ownership on word-of-mouth behaviour. |
| title_full_unstemmed | Effects of product self-relatedness and ownership on word-of-mouth behaviour. |
| title_short | Effects of product self-relatedness and ownership on word-of-mouth behaviour. |
| title_sort | effects of product self relatedness and ownership on word of mouth behaviour |
| topic | DRNTU::Business::Marketing::Consumer behavior |
| url | http://hdl.handle.net/10356/8678 |
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