Xiaojing Yang

University of Wisconsin - Milwaukee

Bolton Hall 802

3210 N. Maryland Ave.

Milwaukee, WI 53211

United States

  • University of Wisconsin - Milwaukee

SCHOLARLY PAPERS

1

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769

TOTAL CITATIONS

6

Scholarly Papers (1)

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1.

Modeling the Determinants and Effects of Creativity in Advertising

Smith, Robert E., Scott B. MacKenzie, Xiaojing Yang, Laura M. Buchholz, and William K. Darley (2007), “Modeling the Determinants and Effects of Creativity in Advertising,” Marketing Science, 26(6), 819-33.
Number of pages: 46 Posted: 19 Mar 2014
Robert E. Smith, Scott B. MacKenzie, Xiaojing Yang, Laura Buchholz and William Darley
Indiana University - Kelley School of Business - Department of Marketing, Indiana University - Kelley School of Business - Department of Marketing, University of Wisconsin - Milwaukee, Indiana University - Kelley School of Business - Department of Marketing and University of Toledo - College of Business Administration
Downloads 769 (71,774)
Citation 6

Abstract:

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Creativity, Divergence, Advertising, Relevance