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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