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Title: Effects of product self-relatedness and ownership on word-of-mouth behaviour.
Authors: Chia, Melvin Kian Siong.
Seow, Calvin Ann Yuan.
Liu, Meng Fai.
Keywords: DRNTU::Business::Marketing::Consumer behavior
Issue Date: 2002
Abstract: 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.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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