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
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