Does Making Consumers Creative Improve Brand Evaluations? Exploring the Roles of Consumer Creativity in Online Marketing Communications

Research output: Conference Papers (RGC: 31A, 31B, 32, 33)32_Refereed conference paper (no ISBN/ISSN)Not applicablepeer-review

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Original languageEnglish
Publication statusPublished - 5 Aug 2011

Conference

Title2011 AMA Summer Marketing Educator's Conference Proceedings
PlaceArmenia
Period5 - 7 August 2011

Citation Format(s)

Does Making Consumers Creative Improve Brand Evaluations? Exploring the Roles of Consumer Creativity in Online Marketing Communications. / DOU, Wenyu; Wu, Jintao; Qin, Yao.

2011. Paper presented at 2011 AMA Summer Marketing Educator's Conference Proceedings, Armenia.

Research output: Conference Papers (RGC: 31A, 31B, 32, 33)32_Refereed conference paper (no ISBN/ISSN)Not applicablepeer-review