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~subject:"Creativity"
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Creativity
Consumer behaviour
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China
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7
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Dou, Wenyu
4
Li, Hairong
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Wang, Guangping
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Wen, Na
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Wu, Jintao
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Zhou, Nan
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Journal of advertising : official publication of the American Academy of Advertising
2
Delivering value in turbulent times : AMA Summer Educators' Conference 2011 ; AMA educators' proceedings Volume 22 ; San Francisco, California, USA, 5 - 7 August 2011
1
European journal of marketing : EJM
1
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ECONIS (ZBW)
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Does making consumers creative improve brand evaluations? : exploring the roles of consumer creativity in online marketing communications
Dou, Wenyu
;
Wu, Jintao
;
Yao, Qin
;
Wen, Na
- In:
Delivering value in turbulent times : AMA Summer …
,
(pp. 338-344)
.
2012
Persistent link: https://www.econbiz.de/10010191486
Saved in:
2
Advertiser risk taking, campaign originality, and campaign performance
Wang, Guangping
;
Dou, Wenyu
;
Li, Hairong
;
Zhou, Nan
- In:
Journal of advertising : official publication of the …
42
(
2013
)
1
,
pp. 42-53
Persistent link: https://www.econbiz.de/10009738747
Saved in:
3
The effect of agency creativity on campaign outcomes : the moderating role of market conditions
Li, Hairong
;
Dou, Wenyu
;
Wang, Guangping
;
Zhou, Nan
- In:
Journal of advertising : official publication of the …
37
(
2008
)
4
,
pp. 109-120
Persistent link: https://www.econbiz.de/10003808351
Saved in:
4
Exploring the effectiveness of consumer creativity in online marketing communications
Wu, Jintao
;
Wen, Na
;
Dou, Wenyu
;
Chen, Junsong
- In:
European journal of marketing : EJM
49
(
2015
)
1/2
,
pp. 262-276
Persistent link: https://www.econbiz.de/10010519465
Saved in:
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