The ad creativity cube: conceptualization and initial validation

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Creativity, attention and the memory for brands: an outdoor advertising field study (2015, background): “…advertising merely mentions attention, making little to no attempt to describe how attention works in advertising environments, and assuming that creativity draws consumer attention to advertising in all circumstances (Ang, Lee, and Leong 2007; Heiser, Sierra, and Torres 2008; Till and Baack 2005).”
A Meta-Analysis of When and How Advertising Creativity Works (2020, background): “When it comes to appropriateness, this dimension complements originality by connecting the advertisement with brand strategy and consumer problem-solving abilities and goals (Ang, Lee, and Leong 2007; El-Murad and West 2004; Modig and Dahlen 2019; Smith et al. 2007).”
The Impact of Advertising Creativity on the Hierarchy of Effects (2008, methodology): “This suggests the possibility of a nonlinear relationship, which was empirically tested over a series of studies by Smith et al. (2007). Results”
Creativity Via Cartoon Spokespeople In Print Ads: Capitalizing on the Distinctiveness Effect (2008, methodology): “PI b are planned individual actions relating to the purchase of a brand (Bagozzi et al. 1979) and was measured with a compiled six-item scale used in Holmes and Crocker (1987) and MacKenzie, Lutz, and Belch (1986), which assessed purchase intentions for high- and low-involvement products in televisi”