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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Date
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.