@article{375fb54776ae4530b03ca7638b999e19,
title = "Operationalizing ad creativity and its effects in B2B advertising",
keywords = "Ad creativity, B2B advertising, Eye tracking, Information-seeking, Novelty, Relevance",
author = "Ferguson, {Jodie L.} and Brown, {Brian P.} and Kunal Swani and Naveen Donthu",
note = "Publisher Copyright: {\textcopyright} 2025 Elsevier Inc.",
year = "2025",
month = apr,
doi = "10.1016/j.indmarman.2025.02.011",
language = "English",
volume = "126",
pages = "168--184",
journal = "Industrial Marketing Management",
issn = "0019-8501",
}