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Chapter title |
The Role of Anger in the Context of Consumer Reactions to Advertising Incongruity
|
---|---|
Chapter number | 1 |
Book title |
Rediscovering the Essentiality of Marketing
|
Published by |
Springer International Publishing, January 2016
|
DOI | 10.1007/978-3-319-29877-1_1 |
Book ISBNs |
978-3-31-929876-4, 978-3-31-929877-1
|
Authors |
Silke Bambauer-Sachse, Priska Heinzle |
Editors |
Luca Petruzzellis, Russell S. Winer |