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References

1978Current issues and research in advertising940 cited
1984Journal of Consumer Research657 cited
1988Advertising Repetition: A Critical Review of Wearin and Wearout346 cited
1959The Remembering and Forgetting of Advertising209 cited
1991Memory and Evaluation Effects in Competitive Advertising Environments191 cited
1994Reducing Competitive Ad Interference63 cited
1985Methodological and Theoretical Foundations of Advertising Copytesting: A Review44 cited

2009Why and how do creative thinking techniques work?: Trading off originality and appropriateness to make more creative advertising117 cited
2018Local creative culture and corporate innovation70 cited
2004Developing an account‐management lifecycle for advertising agency‐client relationships53 cited
2008Consumers' Perception of the Creativity of Advertisements: Development of a Valid Measurement Scale34 cited
2017Mediation role of brand preference on bank advertising and customer loyalty34 cited
2017Managerial Creativity: The Roles of Dynamic Capabilities and Risk Preferences34 cited
2003The Influence of Simple and Complex Tropes on Believability, Importance and Memory24 cited
2008

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18 cited