APA Citation

McDowell, W.(2000). Choice Versus Chance: Using Brand Equity Theory to Explore TV Audience Lead-in Effects, A Case Study. Journal of Media Economics, 13(4), 233-247. doi:10.1207/s15327736me1304_3

MLA Citation

McDowell, Walter. "Choice Versus Chance: Using Brand Equity Theory to Explore TV Audience Lead-in Effects, A Case Study". Journal of Media Economics, 13.4 ( 2000 ): 233-247.

Remember to check citations for accuracy before including them in your work.