What is Store Window Creativity? The Effect of Store Window Creativity on Window Attitude and Intention to Visit a Store

Date
2016-11-10
Authors
Choi, Ara
Lee, Ha Kyung
Kim, Dongseob
Kwon, Kiyong
Choo, Ho Jung
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Abstract

The current research attempts to investigate the multi-dimensional structure of creativity in store window displays based on originality and relevance and its effect on customer responses.

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