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Success Is Not Final; Failure Is Not Fatal: How Failure Versus Success Messaging Leads to Preference for Masculine Brands.

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Bibliographic Details
Title: Success Is Not Final; Failure Is Not Fatal: How Failure Versus Success Messaging Leads to Preference for Masculine Brands.
Authors: Jones, Niusha (AUTHOR) niushajones@boisestate.edu, Kidwell, Blair (AUTHOR), Hamby, Anne (AUTHOR)
Source: Journal of Marketing Research (JMR). Apr2024, Vol. 61 Issue 2, p330-348. 19p.
Database: Business Source Ultimate
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ISSN:00222437
DOI:10.1177/00222437231181078