Creativity is arguably the most important element in advertising success. This article reviews
the trends in creativity research and asks (1) what do we know about advertising creativity, (…

This paper provides the first empirical study of the relationship between risk and creativity in
advertising. Advertising agency creatives and their propensity to take advertising risks are …

Purpose The purpose of this paper is to examine the consistency over time of customer
attitude towards country-of-origin in a transitional economy. Design/methodology/approach A …

The importance of atmosphere in retail context has for long been recognized both among
practitioners and researchers. This paper provides a systematic overview of the concept of …

Music variables affect consumer behaviour. This paper presents the current state of knowledge
of the effects of music on consumers in retailing and service environments, showcasing …

This research examines the relationship between risk and creativity in advertising, so that
practitioners and academics can achieve further and deeper insight into the factors and …

Advertising practitioners “manage one thing above all else: creativity” (Hackley 2010, p. 97),
and it “remains a central aspect of marketing even amidst a rapidly changing media …

Just as traditional mass marketing techniques decline in effectiveness, customers and
consumers are becoming more demanding. No longer passive participants, they literally demand …

… and El-Murad, J. 2013. The effects of media exposure on the levels of body
dissatisfaction and muscle dysmorphia in men. … and El-Murad, J. 2007. Customer …

… and El-Murad, J. 2013. The effects of media exposure on the levels of body
dissatisfaction and muscle dysmorphia in men. … and El-Murad, J. 2007. Customer …