Antonetti, Paolo - In: European Journal of Marketing 50 (2016) 9/10, pp. 1602-1628
emotion, as existing scales are not able to measure the goals associated with the two types of anger. Practical implications …Purpose The paper aims to propose a new conceptualisation of consumer anger directed against a company. Design …/methodology/approach In this paper, an integrative review of the literature on anger in marketing has been conducted. Findings Anger at the …