Browsing Journal Articles by Author "Mahto, Kavita"
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How implicit self-theories and dual-brand personalities enhance word of mouth
Mandal, Sudipta; Sahay, Arvind; Terron, Adrian; Mahto, Kavita (Emerald Publishing, 2021-01-11)Purpose Consumers subscribe to different mindsets or implicit theories of personality malleability, namely, fixed and growth mindsets. This study aims to investigate how and why consumers’ mindsets can influence their ...