Toward a general theory of creativity in advertising: Examining the role of divergence

Marketing Theory

Volumn 4, Issue 1-2, 2004, Pages 31-58

  Smith, Robert E ^a   Yang, Xiaojing ^a  

^a INDIANA UNIVERSITY   (United States)

Author keywords

advertising; advertising theory; creativity; divergence

Indexed keywords

EID: 84990394483     PISSN: 14705931     EISSN: None     Source Type: Journal    
DOI: 10.1177/1470593104044086     Document Type: Article

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