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.
