Open UTDAcademic Journal Reviews
10.1177/00222437231187630
ArticleJournal of Marketing Research

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

Hui Jiang ORCID ↗Paul R. MessingerYifei LiuZhibin LuShuiqing YangGang Li
2024Volume 61 · Issue 2pp. 271-289
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