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This study examines handmade clothing consumption as a means of self-expression by exploring the interrelationships between consumers' self-expression, brand love and word of mouth.

Using a descriptive research design, data were collected from 295 respondents in South Africa who posted about fashion on social media and who had bought handmade clothing in the 6 months prior to data collection. Structural equation modelling was used to examine the interrelationships between consumers' self-expression, brand love and word of mouth.

Brand love intervenes between consumers' self-brand connections and word of mouth about handmade clothing. More specifically, brand love strengthens positive word of mouth online and mitigates negative word-of-mouth intentions following a handmade clothing product failure scenario.

The study enlightens scholarly understanding of consumers' self-expression motivations for using ready-made handmade clothing that results in brand love and positive word of mouth.

Handmade clothing marketers who tap into consumers' self-expression and who can establish brand love among consumers can similarly create beneficial consumer–brand relationships.

Consumers often use handmade clothing for the purpose of self-expression, which provides subsequent spin-offs for brands in the form of brand love and positive word of mouth. Objective self-awareness theory provides a parsimonious lens to reveal the important role that brand love plays as a mechanism to explain the linkage of consumers' self-brand connections to word of mouth about handmade clothing.

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.

This study used a quantitative approach. A survey was completed by 250 South African respondents who purchase handmade home décor items. The interrelationships between constructs were analysed using covariance-based structural equation modelling.

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 positive WOM.

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.