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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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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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  Data: Success Is Not Final; Failure Is Not Fatal: How Failure Versus Success Messaging Leads to Preference for Masculine Brands.
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  Data: <searchLink fieldCode="JN" term="%22Journal+of+Marketing+Research+%28JMR%29%22">Journal of Marketing Research (JMR)</searchLink>. Apr2024, Vol. 61 Issue 2, p330-348. 19p.
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      – Type: doi
        Value: 10.1177/00222437231181078
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      – Code: eng
        Text: English
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        PageCount: 19
        StartPage: 330
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      – TitleFull: Success Is Not Final; Failure Is Not Fatal: How Failure Versus Success Messaging Leads to Preference for Masculine Brands.
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            NameFull: Jones, Niusha
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            NameFull: Kidwell, Blair
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            NameFull: Hamby, Anne
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              Text: Apr2024
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              Y: 2024
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