Advertising Creativity in Korea: Scale Development and Validation
Journal of Advertising
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.
Recommended CitationKim, Byoung Hee; Han, Sangpil; and Yoon, Sukki, "Advertising Creativity in Korea: Scale Development and Validation" (2010). Marketing Department Journal Articles. Paper 36.