Exploring how South African handicraft entrepreneurs can use self-schema and brand love to foster positive word-of-mouth from customers

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Authors

Kuhn, Stefanie Wilhelmina
Van der Westhuizen, Liezl-Marie

Journal Title

Journal ISSN

Volume Title

Publisher

Emerald

Abstract

PURPOSE – Handicraft entrepreneurs often lack the marketing funding needed to achieve brand awareness and, ultimately, sales. While positive word-of-mouth (WOM) from customers can bridge the funding gap, handicraft entrepreneurs may not have knowledge of how to generate WOM effectively. The purpose of this study is to examine role of self-schema and brand love in generating positive WOM in a developing country research context, namely, South Africa. DESIGN/METHODOLOGY/APPROACH – This study used a quantitative approach. A survey was completed by 250 South African respondents who purchase handmade home d ecor items. The interrelationships between constructs were analysed using covariance-based structural equation modelling. FINDINGS – Self-schema and brand love are instrumental in generating positive WOM, albeit via different underlying mechanisms. Brand love mediates the relationships between self-schema (inner- and social self) and positiveWOM. ORIGINALITY/VALUE – This paper contributes to the entrepreneurial marketing (EM) field theoretically by providing a needed customer perspective for EM strategies from a developing country. Moreover, by considering underlying cognitive and emotional processes that underpin WOM, the authors demonstrate how handicraft entrepreneurs can use customers as a resource in their marketing strategy. Practical recommendations for handicraft entrepreneurs and policymakers are also offered.

Description

Keywords

Entrepreneurial marketing, SME marketing, Branding, Customer relationships, Crafts, Word-of-mouth (WOM), Small and medium enterprises (SME's), SDG-08: Decent work and economic growth

Sustainable Development Goals

SDG-08:Decent work and economic growth

Citation

Kuhn, S.W. and van der Westhuizen, L.-M. (2024), "Exploring how South African handicraft entrepreneurs can use self-schema and brand love to foster positive word-of-mouth from customers", Journal of Research in Marketing and Entrepreneurship, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JRME-06-2023-0097.