Year: 2014
Type: article
Abstract: Nowadays, alternative advertising is driving not only a new perspective, but also key challenges for marketers. There is growing evidence that creativity has become many-faceted over time. Considering the medium as a contextual cue, the current study investigates the role of creativity in the new advertising formats among university students. Therefore, the purpose of the present paper is to identify the effectiveness of non-traditional advertisements in generating consumers’ favorable attitude and credibility toward the brand and the way it influences consumer behavior. The findings suggest that the creative change of the context could be a solution to consumers’ negative perceptions and avoidance caused by traditional media.
Source: Procedia Economics and Finance
Authors: Andreea-Ioana Maniu, Monica-Maria Zaharie
Institution: Babeș-Bolyai University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W1966649633