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Exploring the Role of Consumer Mindsets in Word of Mouth Intentions and Dual Brand Personalities
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About the journal
| Journal | Journal of the Academy of Marketing Science |
|---|---|
| Open Access | No |
Authors (1)
Sudipta MandalYes, I Can Or "No, I Can't" - Effect of Extraneous Affirmation- and Negation-Evoking Contexts on Brand Recall Memory: the Role of Semantic Activations
An Experiential Approach to Transcending Cross-Cultural Boundaries
Exploring the Role of Consumer Mindsets in Word of Mouth Intentions and Dual Brand Personalities
- How implicit self-theories and dual-brand personalities enhance word-of-mouth
