Evaluating the reliability and validity of practitioners and consumers' advertising creativity assessments
Komala Mazerant, Lotte M. Willemsen, Peter Neijens and Guda van Noort
| Year of publication: |
2024
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|---|---|
| Authors: | Mazerant, Komala ; Willemsen, Lotte M. ; Neijens, Peter ; Noort, Guda van |
| Published in: |
Journal of current issues and research in advertising. - Abingdon, Oxon : Routledge, Taylor & Francis Group, ISSN 2164-7313, ZDB-ID 2070081-7. - Vol. 45.2024, 4, p. 402-422
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| Subject: | Werbung | Advertising | Kreativität | Creativity | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10641734.2024.2308536 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015191740