The Impact of Perceived Advertising Creativity on Behavioural Intentions and Quality Perceptions in Mass Customization
This is the first article to study the influence of perceived advertising creativity on behavioural intentions and perceived product quality in mass customization. Through an online survey, 300 Saudi participants evaluated one of three fictitious miadidas sneakers advertisements, which were manipula...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Novi Sad, Faculty of Technical Sciences
2019-06-01
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| Series: | International Journal of Industrial Engineering and Management |
| Subjects: | |
| Online Access: | http://ijiemjournal.org/counter/click.php?id=vol10_02_01 |