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

This study examines the impact of self-construal on the relationship between self–brand connection and brand lovers’ positive word of mouth (WOM). Our sample was composed of U.S. and Korean consumers who reflected on hospitality brands that they claim to love. The results demonstrate that the effect of self–brand connection on brand lovers’ positive WOM is stronger for consumers with an independent self-construal compared with those with a more interdependent notion of self. Moreover, we show that emotional attachment is a psychological mechanism explaining the effect of self–brand connection on consumer’s WOM. Our findings have several important managerial implications for hospitality operators.