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Exploring consumer segments defined by affective responses to naturalness in logo design

Torres, Anna; Vacas-de-Carvalho, Leonor; Machado, Joana … - In: The journal of product & brand management 32 (2023) 8, pp. 1287-1305

Persistent link: https://www.econbiz.de/10014485567

Marketing mobile payment to baby boomers during COVID-19 pandemic : the role of emotional appeal, advertising creativity and perceived value

Wisker, Zazli Lily - In: Journal of marketing communications 29 (2023) 6, pp. 535-557

Persistent link: https://www.econbiz.de/10014454794

Who needs highly creative advertising? : how brand familiarity moderates creativity's influence on attention, affect, and memory

Al-Shuaili, Ahmed Hamed; Koslow, Scott; Kilgour, Mark - In: Journal of advertising research 63 (2023) 3, pp. 236-252

Persistent link: https://www.econbiz.de/10014375181

The power of creative advertising : creative ads impair recall and attitudes toward other ads

Jin, Hyun Seung; Kerr, Gayle; Suh, Jaebeom; Kim, Hyoje Jay - In: International journal of advertising : the review of … 41 (2022) 8, pp. 1521-1540

Persistent link: https://www.econbiz.de/10013484605

Advertising creativity and its effects : a meta-analysis of the moderating role of modality

Darley, William K.; Lim, Jeen-su - In: Marketing letters : a journal of research in marketing 34 (2023) 1, pp. 99-111

Persistent link: https://www.econbiz.de/10014266007

Dynamic Creative Optimization in Online Display Advertising

Baardman, Lennart; Fata, Elaheh; Pani, Abhishek; … - 2021

The large growth of online advertising and the associated growth in personalized data allows advertisers to customize their advertisements for specific customers. In particular, advertisers can customize the product that is displayed in the ad as well as the creative look of the ad. We focus on...

Persistent link: https://www.econbiz.de/10014088301

Divergent versus relevant ads : how creative ads affect purchase intention for new products

Jiang, Hui; Messinger, Paul R.; Liu, Yifei; Lu, Zhibin; … - In: Journal of marketing research 61 (2024) 2, pp. 271-289

Persistent link: https://www.econbiz.de/10014584202

The double-edged sword of recombination in breakthrough innovation

Kaplan, Sarah; Vakili, Keyvan - In: Strategic management journal 36 (2015) 10, pp. 1435-1457

Persistent link: https://www.econbiz.de/10011399179

Experimental evidence on the effects of innovation contests

Brueggemann, Julia; Meub, Lukas - 2015

Economic research on innovation has long discussed which policy instruments best foster innovativeness in individuals and organizations. One of the instruments easily accessible to policy-makers is innovation contests; however, there is ambiguous empirical evidence concerning how such contests...

Persistent link: https://www.econbiz.de/10011285459

Fostering innovation through creativity stimulation methods in Croatia

Botrić, Valerija; Božić, Ljiljana - In: International journal of business and economic sciences … 8 (2015) 1, pp. 7-23

Purpose - The key question addressed in the paper is whether creativity fostering methods increase innovation output in … matching methods, we estimate the average treatment effect of the treated (i.e. firms that employ creativity stimulation … creativity stimulation method used by the firm. Findings - The results confirm that the creativity enhancing methods have a …

Persistent link: https://www.econbiz.de/10011376811