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Modeling the Determinants and Effects of Creativity in Advertising

Citations

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Cited by:

  1. Jiemiao Chen & Robert E. Smith, 2018. "The boundaries for ad creativity: effects of type of divergence and brand processing and responses," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 561-576, November.
  2. Volpert, Johanna & Michel, Géraldine, 2022. "Brand resurrections: How past and present narrations impact consumer reactions towards resurrected utilitarian brands," Journal of Business Research, Elsevier, vol. 153(C), pages 479-493.
  3. Michel, Géraldine & Torelli, Carlos J. & Fleck, Nathalie & Hubert, Benoit, 2022. "Self-brand values congruity and incongruity: Their impacts on self-expansion and consumers’ responses to brands," Journal of Business Research, Elsevier, vol. 142(C), pages 301-316.
  4. Chun (Martin) Qiu & Demetrios Vakratsas & Filippo Dall’Olio, 2019. "Advertising Originality Decisions in Competition," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 6(1), pages 13-25, June.
  5. repec:osf:thesis:6gptv_v1 is not listed on IDEAS
  6. Xiaojing Yang & Robert E. Smith, 2009. "Beyond Attention Effects: Modeling the Persuasive and Emotional Effects of Advertising Creativity," Marketing Science, INFORMS, vol. 28(5), pages 935-949, 09-10.
  7. Kunz, Werner & Schmitt, Bernd & Meyer, Anton, 2011. "How does perceived firm innovativeness affect the consumer?," Journal of Business Research, Elsevier, vol. 64(8), pages 816-822, August.
  8. Salois, Matthew J. & Reilly, Amber, 2014. "Consumer Response to Perceived Value and Generic Advertising," Agricultural and Resource Economics Review, Cambridge University Press, vol. 43(1), pages 17-30, April.
  9. Yael Steinhart, 2012. "All that glitters is not gold: The dual effect of activation technique in advertising," Marketing Letters, Springer, vol. 23(1), pages 195-208, March.
  10. Zenan Chen & Jason Chan, 2024. "Large Language Model in Creative Work: The Role of Collaboration Modality and User Expertise," Management Science, INFORMS, vol. 70(12), pages 9101-9117, December.
  11. Salim Moussa, 2016. "A Comment on the Estimation of the Reliability of Multidimensional Marketing Constructs: A Store Personality Scale Application," Global Business Review, International Management Institute, vol. 17(5), pages 1125-1144, October.
  12. Thales Teixeira & Rosalind Picard & Rana el Kaliouby, 2014. "Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Study," Marketing Science, INFORMS, vol. 33(6), pages 809-827, November.
  13. Shukla, Paurav & Singh, Jaywant & Wang, Weisha, 2022. "The influence of creative packaging design on customer motivation to process and purchase decisions," Journal of Business Research, Elsevier, vol. 147(C), pages 338-347.
  14. Schauerte, Nico & Becker, Maren & Imschloss, Monika & Wichmann, Julian R.K. & Reinartz, Werner J., 2023. "The managerial relevance of marketing science: Properties and genesis," International Journal of Research in Marketing, Elsevier, vol. 40(4), pages 801-822.
  15. Tjaša Alegro & Maja Turnšek, 2020. "Striving to Be Different but Becoming the Same: Creativity and Destination Brands’ Promotional Videos," Sustainability, MDPI, vol. 13(1), pages 1-16, December.
  16. Osadchaya, Elena & Marder, Ben & Yule, Jennifer A. & Yau, Amy & Lavertu, Laura & Stylos, Nikolaos & Oliver, Sebastian & Angell, Rob & Regt, Anouk de & Gao, Liyu & Qi, Kang & Zhang, Will Zhiyuan & Zhan, 2024. "To ChatGPT, or not to ChatGPT: Navigating the paradoxes of generative AI in the advertising industry," Business Horizons, Elsevier, vol. 67(5), pages 571-581.
  17. Becker, Maren & Gijsenberg, Maarten J., 2023. "Consistency and commonality in advertising content: Helping or Hurting?," International Journal of Research in Marketing, Elsevier, vol. 40(1), pages 128-145.
  18. Wajid, Anees & Raziq, Muhammad Mustafa & Ahmed, Qazi Mohammed & Ahmad, Mansoor, 2021. "Observing viewers’ self-reported and neurophysiological responses to message appeal in social media advertisements," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
  19. Hartmann, Jochen & Exner, Yannick & Domdey, Samuel, 2025. "The power of generative marketing: Can generative AI create superhuman visual marketing content?," International Journal of Research in Marketing, Elsevier, vol. 42(1), pages 13-31.
  20. Ali, Mazhar, 2016. "Evaluating Advertising Effectiveness of Creative Television Advertisements for High Involvement Products," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 17(4), pages 916-932.
  21. Dass, Mayukh & Kohli, Chiranjeev & Kumar, Piyush & Thomas, Sunil, 2014. "A study of the antecedents of slogan liking," Journal of Business Research, Elsevier, vol. 67(12), pages 2504-2511.
  22. Harrill, Rich & Dioko, Leonardo (Don) A.N. & Oshriyeh, Omid, 2025. "Music films and videos as recolonizing media in tourism," Annals of Tourism Research, Elsevier, vol. 114(C).
  23. Mazerant, Komala & Willemsen, Lotte M. & Neijens, Peter C. & van Noort, Guda, 2021. "Spot-On Creativity: Creativity Biases and Their Differential Effects on Consumer Responses in (Non-)Real-Time Marketing," Journal of Interactive Marketing, Elsevier, vol. 53(C), pages 15-31.
  24. William K. Darley & Jeen-Su Lim, 2023. "Advertising creativity and its effects: a meta-analysis of the moderating role of modality," Marketing Letters, Springer, vol. 34(1), pages 99-111, March.
  25. Bublitz, Melissa G. & Peracchio, Laura A., 2015. "Applying industry practices to promote healthy foods: An exploration of positive marketing outcomes," Journal of Business Research, Elsevier, vol. 68(12), pages 2484-2493.
  26. Cornelis, Erlinde & Peter, Paula C., 2017. "The real campaign: The role of authenticity in the effectiveness of advertising disclaimers in digitally enhanced images," Journal of Business Research, Elsevier, vol. 77(C), pages 102-112.
  27. Benoit, Ilgım Dara & Miller, Elizabeth G., 2022. "Enhancing creativity perception through fear," Journal of Business Research, Elsevier, vol. 139(C), pages 1084-1098.
  28. Grigore FUSU, 2024. "Advertising Messages For A Financial Service Provider: Creation And Analysis Of The Effectiveness," Oradea Journal of Business and Economics, University of Oradea, Faculty of Economics, vol. 9(1), pages 156-164, March.
  29. Das, Kallol & Patel, Jayesh D. & Sharma, Anuj & Shukla, Yupal, 2023. "Creativity in marketing: Examining the intellectual structure using scientometric analysis and topic modeling," Journal of Business Research, Elsevier, vol. 154(C).
  30. Sander, Julian, 2024. "The Role of Emotions in Investment Decisions: The Effects of Vividness of a Crowdfunding Campaign Video," Thesis Commons 6gptv, Center for Open Science.
  31. Rik Pieters & Michel Wedel, 2012. "Ad Gist: Ad Communication in a Single Eye Fixation," Marketing Science, INFORMS, vol. 31(1), pages 59-73, January.
  32. Bilby, Julie & Reid, Mike & Brennan, Linda & Chen, Jiemiao, 2020. "Tiers and fears: An investigation of the impact of city tiers and uncertainty avoidance on Chinese consumer response to creative advertising," Australasian marketing journal, Elsevier, vol. 28(4), pages 332-348.
  33. Chandan A. Chavadi & M J Arul & Monika Sirothiya, 2020. "Modelling the Effects of Creative Advertisements on Consumers: An Empirical Study," Vision, , vol. 24(3), pages 269-283, September.
  34. Gaetano Miceli & Maria Antonietta Raimondo, 2020. "Creativity in the marketing and consumer behavior literature: a structured review and a research agenda," Italian Journal of Marketing, Springer, vol. 2020(1), pages 85-124, March.
  35. repec:plo:pone00:0224053 is not listed on IDEAS
  36. Lee, Crystal T. & Shen, Yung-Cheng, 2024. "Exploring determinants of non-fungible token creators’ engagement behaviors on metaverse-based NFT platforms: A multi-analytical SEM-IPMA method," Journal of Business Research, Elsevier, vol. 185(C).
  37. Todor Dyankov & Yuliyana Todorova, 2019. "Opportunities for Market Repositioning of Divergent Eco-Tourist Products in a Dynamic External Environment," Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, Union of Scientists - Varna, Economic Sciences Section, vol. 8(3), pages 111-118, December.
  38. Bodur, H. Onur & Tezer, Ali & Grohmann, Bianca, 2023. "Execution novelty: Improving brand evaluations in cause sponsorship," Journal of Business Research, Elsevier, vol. 165(C).
  39. Géraldine Michel & Carlos Torelli & Nathalie Fleck & Benoit Hubert, 2022. "Self-brand values congruity and incongruity: Their impacts on self-expansion and consumers’ responses to brands," Post-Print hal-03518525, HAL.
  40. Jiemiao Chen & Xiaojing Yang & Robert E. Smith, 2016. "The effects of creativity on advertising wear-in and wear-out," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 334-349, May.
  41. Feld, Sebastian & Frenzen, Heiko & Krafft, Manfred & Peters, Kay & Verhoef, Peter C., 2013. "The effects of mailing design characteristics on direct mail campaign performance," International Journal of Research in Marketing, Elsevier, vol. 30(2), pages 143-159.
  42. Alexander Tevi & John Parker & Scott Koslow & Lawrence Ang, 2025. "Creative performance in professional advertising development: The role of ideation templates, consumer insight, and intrinsic motivation," Journal of the Academy of Marketing Science, Springer, vol. 53(3), pages 854-875, May.
  43. Lee, Jieun & Hong, Ilyoo B., 2016. "Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity," International Journal of Information Management, Elsevier, vol. 36(3), pages 360-373.
  44. Cheung, Man Lai & Leung, Wilson K.S. & Aw, Eugene Cheng-Xi & Koay, Kian Yeik, 2022. "“I follow what you post!†: The role of social media influencers’ content characteristics in consumers' online brand-related activities (COBRAs)," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
  45. Chae, Myoung-Jin & Rodríguez-Vilá, Omar & Bharadwaj, Sundar, 2025. "Real-time marketing messages and consumer engagement in social media," Journal of Business Research, Elsevier, vol. 191(C).
  46. Dobin Yim & Timothy Malefyt & Jiban Khuntia, 2021. "Is a picture worth a thousand views? Measuring the effects of travel photos on user engagement using deep learning algorithms," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(3), pages 619-637, September.
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