Divergent Versus Relevant Ads: How Creative Ads Affect Purchase Intention for New Products

Jiang, Hui ; Messinger, Paul R. ; Liu, Yifei ; Lu, Zhibin ; Yang, Shuiqing ; Li, Gang

Journal of marketing research, 2024-04, Vol.61 (2), p.271-289 [Periódico revisado por pares]

Los Angeles, CA: SAGE Publications

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