Modeling the Determinants and Effects of Creativity in Advertising
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DOI: 10.1287/mksc.1070.0272
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References listed on IDEAS
- Jacob Goldenberg & David Mazursky & Sorin Solomon, 1999. "The Fundamental Templates of Quality Ads," Marketing Science, INFORMS, vol. 18(3), pages 333-351.
- El-Murad, Jaafar & West, Douglas C., 2004. "The Definition and Measurement of Creativity: What Do We Know?," Journal of Advertising Research, Cambridge University Press, vol. 44(2), pages 188-201, June.
- Olivier Toubia, 2006. "Idea Generation, Creativity, and Incentives," Marketing Science, INFORMS, vol. 25(5), pages 411-425, September.
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Keywords
creativity; divergence; advertising; relevance; measurement; latent variable models;All these keywords.
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