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

Walter McDowell; John Sutherland

Year of publication:	2000
Authors:	McDowell, Walter ; Sutherland, John
Published in:	The journal of media economics. - Philadelphia, Pa. : Routledge, ISSN 0899-7764, ZDB-ID 1117236-8. - Vol. 13.2000, 4, p. 233-247
Subject:	Fernsehprogramm \| Television programme \| Markenartikel \| Brand \| Fernsehwerbung \| Television advertising \| USA \| United States

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