Work

Choice Versus Chance: Using Brand Equity Theory to Explore TV Audience Lead-in Effects, A Case Study

Year: 2000

Type: article

Source: Journal of Media Economics

DOI: 10.1207/s15327736me1304_3

Authors: Walter McDowell, John Sutherland

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2017397364

FWCI: 2.492

Cites: 19

Cited by: 52

Related to: 10