Komala Mazerant, Lotte M. Willemsen, Peter Neijens, Guda van Noort
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Evaluating the Reliability and Validity of Practitioners and Consumers’ Advertising Creativity Assessments
Ad creativity, based on the originality, meaningfulness, and craftsmanship of a brand message, is widely studied as an important mechanism of advertising success. These studies are based on practit...
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