Content analysis of publications on creativity in marketing journals

Abstract

In recent decades, numerous scholars have studied creativity because of its increasing relevance over the years. Due to the great number of studies, it is important to explore and to make a content analysis from 2005 to 2014 of publications on creativity in the main marketing journals examined by scholars. It has been obtained a database composed by 90 articles, in which it has been studied the general data, research methodology, sample characteristics and the methodologies used in the analysed works. This study will give an overview about the main techniques and parameters used in creativity by the researchers and propose limitations and future research lines.