The Role of Creativity in marketing: A necessity or just a nice to have?

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Keywords	co-branding, creativity, brand fit, consumer perceived creativity, purchase intention
Thesis Advisor	Pauwels, Pamela, Boegershausen, johannes
Persistent URL	hdl.handle.net/2105/58677
Series	Marketing Management
Organisation	Rotterdam School of Management
Citation APA APA Style APA-ALL Style AAA Style Cell Style Chicago Style Harvard Style IEEE Style MLA Style Nature Style Vancouver Style American-Institute-of-Physics Style Council-of-Science-Editors Style BibTex Format Endnote Format RIS Format CSL Format DOIs only Format	Ji, Lusi. (2021). The Role of Creativity in marketing: A necessity or just a nice to have?. In Marketing Management.http://hdl.handle.net/2105/58677

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