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Academic Journal of Business & Management, 2020, 2(3); doi: 10.25236/AJBM.2020.020306.

Research on the Influence of Self-brand Connection on Positive Word of Mouth------Taking Social Value Orientation as a Moderating Variable


Yue Cai

Corresponding Author:
Yue Cai

School of Economics, Shanghai University, 201800, Shanghai, China
*Email:[email protected]


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

Cite This Paper

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.


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