I Think I Can, I Think I Can: Brand Use, Self-Efficacy, and Performance

By J. K. Park, Deborah Roedder John. 2014

96 citations recorded by the source corpus.

Subfields: Applied Psychology, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/2ac1d6c223bfcabb362f34653f3cc3a6c4ee6fe4

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Applied Psychology

1. D. Macinnis
2. V. Folkes

In Marketing

1. D. Macinnis
2. V. Folkes
3. Bernd H. Schmitt

In Sociology and Political Science

1. D. Macinnis
2. V. Folkes

Citations in the corpus

• Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me (2017, background): “This could occur when the brand protects customers and makes them feel powerful in overcoming problems, or when the brand enhances how efficacious consumers feel in resolving challenges (Park & John, 2014).”