@article{7f78d9be7ab44cd5aa9ae51d75e95a59,
title = "Work with me or work for me: The effect of brand roles depends on implicit theories of self-change",
keywords = "advertising, branding, preference and choice",
author = "Dipankar Rai and Lin, \{Chien Wei\} and Yang, \{Chun Ming\} and Saint Clair, \{Julian K.\}",
note = "Publisher Copyright: {\textcopyright} 2023 Society for Consumer Psychology.",
year = "2024",
month = oct,
doi = "10.1002/jcpy.1374",
language = "English",
volume = "34",
pages = "551--569",
journal = "Journal of Consumer Psychology",
issn = "1057-7408",
publisher = "Wiley",
number = "4",
}