ADVERTISING CREATIVITY IN KOREA
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Kim, Byoung Hee | - |
dc.contributor.author | Han, Sangpil | - |
dc.contributor.author | Yoon, Sukki | - |
dc.date.accessioned | 2021-06-23T14:37:40Z | - |
dc.date.available | 2021-06-23T14:37:40Z | - |
dc.date.created | 2021-01-21 | - |
dc.date.issued | 2010 | - |
dc.identifier.issn | 0091-3367 | - |
dc.identifier.uri | https://scholarworks.bwise.kr/erica/handle/2021.sw.erica/40522 | - |
dc.description.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. | - |
dc.language | 영어 | - |
dc.language.iso | en | - |
dc.publisher | M.E. Sharpe Inc. | - |
dc.title | ADVERTISING CREATIVITY IN KOREA | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | Han, Sangpil | - |
dc.identifier.doi | 10.2753/JOA0091-3367390207 | - |
dc.identifier.scopusid | 2-s2.0-77953867834 | - |
dc.identifier.wosid | 000278780200007 | - |
dc.identifier.bibliographicCitation | Journal of Advertising, v.39, no.2, pp.93 - 108 | - |
dc.relation.isPartOf | Journal of Advertising | - |
dc.citation.title | Journal of Advertising | - |
dc.citation.volume | 39 | - |
dc.citation.number | 2 | - |
dc.citation.startPage | 93 | - |
dc.citation.endPage | 108 | - |
dc.type.rims | ART | - |
dc.type.docType | Article | - |
dc.description.journalClass | 1 | - |
dc.description.isOpenAccess | N | - |
dc.description.journalRegisteredClass | ssci | - |
dc.description.journalRegisteredClass | scopus | - |
dc.relation.journalResearchArea | Business & Economics | - |
dc.relation.journalResearchArea | Communication | - |
dc.relation.journalWebOfScienceCategory | Business | - |
dc.relation.journalWebOfScienceCategory | Communication | - |
dc.subject.keywordPlus | PSYCHOLOGY | - |
dc.subject.keywordPlus | SCALE | - |
dc.subject.keywordPlus | INDIVIDUALISM | - |
dc.subject.keywordPlus | COLLECTIVISM | - |
dc.subject.keywordPlus | PRODUCT | - |
dc.subject.keywordAuthor | INDIVIDUALISM | - |
dc.subject.keywordAuthor | PRODUCT | - |
dc.subject.keywordAuthor | COLLECTIVISM | - |
dc.subject.keywordAuthor | SCALE | - |
dc.subject.keywordAuthor | PSYCHOLOGY | - |
dc.identifier.url | https://www.tandfonline.com/doi/abs/10.2753/JOA0091-3367390207 | - |
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.
55 Hanyangdeahak-ro, Sangnok-gu, Ansan, Gyeonggi-do, 15588, Korea+82-31-400-4269 sweetbrain@hanyang.ac.kr
COPYRIGHT © 2021 HANYANG UNIVERSITY. ALL RIGHTS RESERVED.
Certain data included herein are derived from the © Web of Science of Clarivate Analytics. All rights reserved.
You may not copy or re-distribute this material in whole or in part without the prior written consent of Clarivate Analytics.