Lin, Chien-Wei (Wilson); Rai, Dipankar; Tran, Trang P. - In: Journal of Consumer Marketing 36 (2019) 5, pp. 677-691
Purpose: This paper aims to investigate the influence of implicit self-theories and the change in CEO of a firm after product failure on consumers’ preference of the enhanced product. Design/methodology/approach: Three experiments were conducted involving product failure and CEO change...
