Advertising Creativity in Korea

Byoung Hee Kim · Sangpil Han · Sukki Yoon

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Advertising and Communication Studies Marketing and Advertising Strategies Creativity in Education and Neuroscience

Abstract

The authors develop and validate a measure of advertising creativity that is intended for a collectivistic, holistic population. Scale-development procedures result in a four-factor correlated model comprising originality, considerateness, clarity, and product relevance. The second dimension, considerateness, appears to mirror the culturally unique propensity to value the collectivistic Confucian norms of the society and the contextual elements of the advertisement. Reliability and validity of the scale are examined.

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References

2000Structural equation modeling with AMOS: basic concepts, applications, and programming 1979A Paradigm for Developing Better Measures of Marketing Constructs 1991Scale Development : Theory and Applications 2001Consumer perceived value: The development of a multiple item scale 2002Rethinking individualism and collectivism: Evaluation of theoretical assumptions and meta-analyses.2013Structural Equation Modeling With AMOS 1998Structural equation modeling with LISREL, PRELIS, and SIMPLIS basic concepts, applications, and programming 1994A Meta-Analysis of Cronbach's Coefficient Alpha

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