# How implicit self-theories and dual-brand personalities enhance word-of-mouth

> Research article (European Journal of Marketing, 2021) · cited 16× · AI/ML

**Wikidata**: [openalex:W3118795957](https://www.wikidata.org/wiki/openalex:W3118795957)  
**Source**: https://4ort.xyz/entity/how-implicit-self-theories-and-dual-brand-personalities-enhance-word-of-mouth