Advertising music and the effects of incongruity resolution on consumer response

Abolhasani, Morteza; Oakes, Steve and Oakes, Helen (2019). Advertising music and the effects of incongruity resolution on consumer response. In: 52nd Academy of Marketing Conference, 2-4 Jul 2019, Regent's University, London, UK.

URL: https://www.academyofmarketing.org/conference/conf...

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