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dc.contributor.authorChia, Melvin Kian Siong.en_US
dc.contributor.authorSeow, Calvin Ann Yuan.en_US
dc.contributor.authorLiu, Meng Fai.en_US
dc.description.abstractThis 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.en_US
dc.rightsNanyang Technological Universityen_US
dc.subjectDRNTU::Business::Marketing::Consumer behavior-
dc.titleEffects of product self-relatedness and ownership on word-of-mouth behaviour.en_US
dc.typeFinal Year Project (FYP)en_US
dc.contributor.supervisorChung, Cindy Mann Yienen_US
dc.contributor.schoolCollege of Business (Nanyang Business School)en_US
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Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)
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