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Keywords: Consumer creativity
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Journal Articles
Exploring the effectiveness of consumer creativity in online marketing communications
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Journal:
European Journal of Marketing
European Journal of Marketing (2015) 49 (1-2): 262–276.
Published: 09 February 2015
...Jintao Wu; Na Wen; Wenyu Dou; Junsong Chen Purpose – This research aims to investigate effect of consumer creativity on their evaluations of brands. Consumers’ creative participation is often used by online retailers as a promotional tool nowadays. The authors propose that consumer creativity...
