The effect of agency creativity on campaign outcomes : the moderating role of market conditions
Year of publication: |
2008
|
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Authors: | Li, Hairong ; Dou, Wenyu ; Wang, Guangping ; Zhou, Nan |
Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 37.2008, 4, p. 109-120
|
Subject: | Werbewirtschaft | Advertising industry | Kreativität | Creativity | Werbewirkung | Advertising effects | China |
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