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Modeling the Determinants and Effects of Creativity in Advertising

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  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.
  6. 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.
  7. Benoit, Ilgım Dara & Miller, Elizabeth G., 2022. "Enhancing creativity perception through fear," Journal of Business Research, Elsevier, vol. 139(C), pages 1084-1098.
  8. 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).
  9. Rik Pieters & Michel Wedel, 2012. "Ad Gist: Ad Communication in a Single Eye Fixation," Marketing Science, INFORMS, vol. 31(1), pages 59-73, January.
  10. 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.
  11. 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.
  12. 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.
  13. 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.
  14. 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.
  15. 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.
  16. 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.
  17. 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.
  18. 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.
  19. 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.
  20. 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.
  21. 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.
  22. 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.
  23. 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.
  24. 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.
  25. 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.
  26. 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.
  27. 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).
  28. 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.
  29. 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.
  30. 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.
  31. 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.
  32. 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.
  33. Manuela Ruzzoli & Aoife McGuinness & Luis Morís Fernández & Salvador Soto-Faraco, 2020. "From cognitive control to visual incongruity: Conflict detection in surrealistic images," PLOS ONE, Public Library of Science, vol. 15(6), pages 1-14, June.
  34. 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.
  35. Bodur, H. Onur & Tezer, Ali & Grohmann, Bianca, 2023. "Execution novelty: Improving brand evaluations in cause sponsorship," Journal of Business Research, Elsevier, vol. 165(C).
  36. 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.
  37. 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).
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