The effect of agency creativity on campaign outcomes the moderating role of market conditions

Journal of Advertising

Volumn 37, Issue 4, 2008, Pages 109-120

  Li, Hairong ^a   Dou, Wenyu ^b   Wang, Guangping ^c   Zhou, Nan ^b  

^a MICHIGAN STATE UNIVERSITY   (United States)

^b CITY UNIVERSITY OF HONG KONG   (Hong Kong)

^c PENNSYLVANIA STATE UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 59349105052     PISSN: 00913367     EISSN: None     Source Type: Journal    
DOI: 10.2753/JOA0091-3367370409     Document Type: Article

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