How coviewing reduces the effectiveness of TV advertising

Journal of Marketing Communications

Volumn 18, Issue 5, 2012, Pages 363-378

  Bellman, Steven ^a   Rossiter, John R ^b   Schweda, Anika ^a   Varan, Duane ^a  

^a MURDOCH UNIVERSITY   (Australia)

^b UNIVERSITY OF WOLLONGONG   (Australia)

Author keywords

ad avoidance; coviewing; TV advertising effectiveness

Indexed keywords

EID: 84867853377     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/13527266.2010.531750     Document Type: Article

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