Academic Journal of Business & Management, 2020, 2(3); doi: 10.25236/AJBM.2020.020306.
School of Economics, Shanghai University, 201800, Shanghai, China
Word-of-mouth behavior is divided into positive word-of-mouth and negative word-of-mouth. Positive word-of-mouth refers to a behavior that consumers recommend to others after purchasing satisfactory products and enjoying high-quality services, which can influence other consumers’ purchasing decisions. The influence of the company has important management significance for enterprises and brand managers. In this paper, a questionnaire survey is used to analyze the data of 241 valid questionnaires using SPSS18.0, to study the effect of self-brand connection on positive word-of-mouth, and to explore the moderating role of social value orientation in the effect of self-brand association on positive word-of-mouth.
self-brand connection; positive word of mouth; social value orientation
Yue Cai. Research on the Influence of Self-brand Connection on Positive Word of Mouth------Taking Social Value Orientation as a Moderating Variable. Academic Journal of Business & Management (2020) Vol. 2, Issue 3: 36-41. https://doi.org/10.25236/AJBM.2020.020306.
 Batra, Rajeev, Aaron Ahuvia, and Richard P. Bagozzi. 2012.“Brand love.” Journal of Marketing 76 (2): 1-16.
 Czellar S , Sprott D , Spangenberg E . The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale[J]. Journal of Marketing Research, 2009, 46(1):92-104.
 Ahuvia, Aaron C, Richard P. Bagozzi, and Rajeev Batra. 2014.Psychometric vs. C-OAR-SE measures of brand love: A reply to Rossiter. Marketing Letters 25 (2): 235-43. doi: 10.1007/s11002-013-9251-4.
 Mcneel M C P . An Issue on Cross-Cultural Studies || Cross Cultural Comparisons of Interpersonal Motives[J]. Sociometry, 1966, 29(4):406-427.
 Van Lange, P. A. M. (1999). The pursuit of joint outcomes and equality in outcomes: An integrative model of social value orientation. Journal of Personality and Social Psychology, 77 , 337–349.
 THOMSON M, MACINNIS D J, PARK C W. The ties that bind:Measuring the strength of consumers emotional attachments to brands[J]. Journal of Consumer Psychology, 2005, 15(1): 77-91.
 Park C W , Macinnis D J , Priester J R , et al. Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers[J]. Social Science Electronic Publishing.
 Zhao Jiekun. Research on the impact mechanism of customer perceived value on consumers' willingness to spread word of mouth [D]. Beijing University of Posts and Telecommunications, 2017.
 Qi Yanyan, Wu Haiyan, Liu Xun. The influence of social value orientation on prosocial behavior: evidence from behavior and neuroimaging [J]. Science Bulletin, 2017, 62 (11): 1136-1144.