The Effect of Self–Brand Connection and Self-Construal on Brand Lovers’ Word of Mouth (WOM)

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Brand loyalty: Exploring self-brand connection and brand experience (2018, background): “…affect private (Giroux and Grohmann, 2015; Randhawa et al., 2015) and public (Ye et al., 2015) consumer behavior, including consumers’ word-of-mouth (Kwon and Mattila, 2015; Sicilia et al., 2016), personal brand relational quality (Dwivedi, 2014) and post-purchase behavior (Dwivedi et al., 2015;…”
Self-identification with a heritage tourism site, visitors’ engagement and destination loyalty: the mediating effects of overall satisfaction (2019, background): “Existing studies (e.g. Kwon & Mattila, 2015; Moliner et al., 2018; Organ, Koenig-Lewis, Palmer, & Probert, 2015; So, King, Sparks, & Wang, 2016; Vivek et al., 2012) confirm a positive impact of self-identification and customer engagement on customer satisfaction and brand loyalty.”
Brand love is all around: loyalty behaviour, active and passive social media users (2020, background): “Brand love is an intense and positive emotional connection that develops over time, leads to passion-driven behaviours, and is strengthened when the self is closely connected to the brand (Kwon & Mattila, 2015).”
The formation of sub-brand love and corporate brand love in hotel brand portfolios (2019, background): “In hospitality literature, Kwon and Mattila (2015) have proposed that feelings of brand love are based on the relationships between the self-brand connection, emotional attachment, and word of mouth.”