Work

Toward a General Theory of Creativity in Advertising: Examining the Role of Divergence

Year: 2004

Type: article

Source: Marketing Theory

DOI: 10.1177/1470593104044086

Authors: Robert E. Smith, Xiaojing Yang

Institution: Indiana University

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W1993060972

FWCI: 8.684

Cites: 66

Cited by: 248

Related to: 10