I Think I Can, I Think I Can: Brand Use, Self-Efficacy, and Performance
When individuals struggle with a difficult task, using brands with strong images can enhance feelings of self-efficacy (belief in one’s capabilities) in domains related to the brand’s image, enhancing task performance. This beneficial effect of using brands is evident among entity theorists but not incremental theorists.
Ji Kyung Park and Deborah Roedder John (2012) ,"I Think I Can, I Think I Can: Brand Use, Self-Efficacy, and Performance ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 984-984.
Ji Kyung Park, University of Delaware, USA
Deborah Roedder John, University of Minnesota, USA
NA - Advances in Consumer Research Volume 40 | 2012
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