People often associate human characteristics with brands such that the notion of brand personality has become part of marketing's vernacular. This research documents how implicit theories regarding one's own personality traits (whether they are fixed or malleable) affect inferences about the...

This paper develops and tests a conceptual model of the effects of store name, brand names and price discounts on consumers' evaluations (store image, brand quality perceptions, internal reference prices, and value perceptions) and purchase intentions. The moderating effects of consumer...