Advertising Creativity in Korea: scale development and validation
Document Type
Article
Keywords
advertising; creativity; Korea
Identifier Data
https://doi.org/10.2753/JOA0091-3367390207
Publisher
Taylor & Francis
Publication Source
Journal of Advertising, 39(2), 93-108
Abstract
The authors develop and validate a measure of advertising creativity that is intended for a collectivistic, holistic population. Scale-development procedures result in a four-factor correlated model comprising originality, considerateness, clarity, and product relevance. The second dimension, considerateness, appears to mirror the culturally unique propensity to value the collectivistic Confucian norms of the society and the contextual elements of the advertisement. Reliability and validity of the scale are examined.
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