Choice versus chance: using brand equity theory to explore TV audience lead-in effects, a case study
| Year of publication: |
2000
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|---|---|
| Authors: | McDowell, Walter ; Sutherland, John |
| Published in: |
The journal of media economics. - Philadelphia, Pa : Routledge, ISSN 0899-7764, ZDB-ID 11172368. - Vol. 13.2000, 4, p. 233-247
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