The ad creativity cube: conceptualization and initial validation

Author:

Ang Swee Hoon,Lee Yih Hwai,Leong Siew Meng

Publisher

Springer Science and Business Media LLC

Subject

Marketing,Economics and Econometrics,Business and International Management

Reference38 articles.

1. Aaker, D. A., & Stayman, D. M. (1989). What mediates the emotional response to advertising: The case of warmth. In P. Cafferata & A. M. Tybout (Eds.), Cognitive and affective responses to advertising (pp. 287–304). Lexington, MA: Lexington Books.

2. Adlib (1999). “Bill Bernbach Said ...” October, p. 23.

3. Anderson, J. R. (1983). The architecture of cognition. Hillsdale, NJ: Erlbaum.

4. Andrews, J., & Smith, D. C. (1996). In search of the marketing imagination: Factors affecting creativity of marketing programs for mature products. Journal of Marketing Research, 33, 174–187 (May).

5. Ang, S. H., & Low, S. Y. M. (2000). Exploring the dimensions of ad creativity. Psychology & Marketing, 17, 835–854 (October).

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