Choice versus chance: Using brand equity theory to explore TV audience lead-in effects, a case study

Journal of Media Economics

Volumn 13, Issue 4, 2000, Pages 233-247

  McDowell, Walter ^a   Sutherland, John ^b  

^a SOUTHERN ILLINOIS UNIVERSITY   (United States)

^b NONE

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0034403486     PISSN: 08997764     EISSN: None     Source Type: Journal    
DOI: 10.1207/S15327736ME1304_3     Document Type: Article

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