Original paper
Can advertising creativity affect product perceptions and retailer evaluations?
Volume: 23, Issue: 6, Pages: 452 - 461
Published: Sep 9, 2014
Abstract
Purpose – This paper aims to investigate the impact of advertising creativity on consumer perceptions of product quality, value, retailer brand attitude and purchase intention. Design/methodology/approach – Two experimental studies were conducted. Study 1 shows the impact of creativity (high/low) for two product categories (mineral water and chewing gum) and one known retailer. The findings are replicated and extended in Study 2 for four...
Paper Details
Title
Can advertising creativity affect product perceptions and retailer evaluations?
Published Date
Sep 9, 2014
Volume
23
Issue
6
Pages
452 - 461
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