Consumers' perception of the creativity of advertisements: development of a valid measurement scale by ProQuest

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									                                                                                         Recherche et Applications en Marketing, vol. 23, n° 4/2008




           Consumers’ perception of the creativity of advertisements:
                 development of a valid measurement scale

                                                     Maria Mercanti-Guérin
                                                     Doctorate in Management Studies
                                           Centre de Recherche DMSP, DRM (CNRS UMR 7088)
                                                       University of Paris-Dauphine
                                                            Assistant Professor
                                                      University of Evry Val d’Essonne




ABSTRACT

     The aim of this article is to assess creativity in advertising. While creativity is currently measured by advertising professio-
nals, our measure focuses on consumers’ judgments of the creativity of adver
								
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