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Evaluating the reliability and validity of practitioners and consumers' advertising creativity assessments

Mazerant, Komala; Willemsen, Lotte M.; Neijens, Peter; … - In: Journal of current issues and research in advertising 45 (2024) 4, pp. 402-422

Persistent link: https://www.econbiz.de/10015191740

Spot-on creativity : creativity biases and their differential effects on consumer responses in (non-)real-time marketing

Mazerant, Komala; Willemsen, Lotte M.; Neijens, Peter C.; … - In: Journal of interactive marketing : a quarterly … 53 (2021), pp. 15-31

Persistent link: https://www.econbiz.de/10012502841

The impact of creative media advertising on consumer responses : two field experiments

Rauwers, Fabiënne; Remmelswaal, Paola; Fransen, Marieke L. - In: International journal of advertising : the quarterly … 37 (2018) 5, pp. 749-768

Persistent link: https://www.econbiz.de/10012492576

Topical Advertising in enduring events : the role of timing and creativity in engagement with social media brand messages during COVID-19

Mazerant, Komala; Willemsen, Lotte M.; Neijens, Peter; … - In: International journal of advertising : the review of … 41 (2022) 8, pp. 1411-1432

Persistent link: https://www.econbiz.de/10013484584

Who creates brand-related content, and why? : the interplay of consumer characteristics and motivations

Muntinga, Daniel G.; Moorman, Marjolein; Verlegh, … - In: Digital advertising : theory and research, (pp. 259-284). 2017

Persistent link: https://www.econbiz.de/10011646120

Chapter 2 Consumer Responses to Creative Media Advertising: A Literature Review

Eelen, Jiska; Rauwers, Fabiënne; Wottrich, Verena M.; … - In: Advertising in new formats and media : current research …, (pp. 19-46). 2016

Purpose This chapter provides an overview of the state of knowledge about creative media advertising; choosing a novel medium that implicitly communicates the message. It explains what creative media advertising is and how it differs from other unconventional marketing communication formats. It...

Persistent link: https://www.econbiz.de/10015366520