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The Role of Anger in the Context of Consumer Reactions to Advertising Incongruity

Rediscovering the Essentiality of Marketing, p.3-8

Academy of Marketing Science 2016 ;ISSN: 2363-6165 ;ISBN: 9783319298764 ;ISBN: 3319298763 ;EISSN: 2363-6173 ;EISBN: 3319298771 ;EISBN: 9783319298771 ;DOI: 10.1007/978-3-319-29877-1_1

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