Creative performance in professional advertising development: The role of ideation templates, consumer insight, and intrinsic motivation.
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| Title: | Creative performance in professional advertising development: The role of ideation templates, consumer insight, and intrinsic motivation. |
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| Authors: | Tevi, Alexander1 (AUTHOR) alexander.tevi@newcastle.ac.uk, Parker, John2 (AUTHOR) john.parker@sydney.edu.au, Koslow, Scott3 (AUTHOR) scott.koslow@mq.edu.au, Ang, Lawrence3 (AUTHOR) lawrence.ang@mq.edu.au |
| Source: | Journal of the Academy of Marketing Science. May2025, Vol. 53 Issue 3, p854-875. 22p. |
| Database: | Business Source Ultimate |
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| ISSN: | 00920703 |
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| DOI: | 10.1007/s11747-024-01063-4 |
