Working Papers

The Role of Paid, Earned, and Owned Media in Building Entertainment Brands: Reminding, Informing, and Enhancing Enjoyment

Mitchell J. Lovett and Richard Staelin

Jul 20, 2015

Provides empirical evidence on the relative effectiveness of paid, earned, and owned media in the context of building an entertainment brand; develops a structural model of viewing decisions and applies the model to a new TV show setting.

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