Laura Buchholz

Indiana University - Kelley School of Business - Department of Marketing

Kelley School of Business

Bloomington, IN 47405

United States

SCHOLARLY PAPERS

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Scholarly Papers (1)

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
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
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Abstract:

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Creativity, Divergence, Advertising, Relevance