Prashant Malaviya

Georgetown University - Department of Marketing

Associate Professor

Washington, DC 20057

United States

SCHOLARLY PAPERS

1

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Scholarly Papers (1)

1.

When Co-Creation Backfires: The Effect of Disclosing Consumer Source on Advertising Persuasiveness

Number of pages: 41 Posted: 23 Apr 2011
Debora V. Thompson and Prashant Malaviya
Georgetown University - Department of Marketing and Georgetown University - Department of Marketing
Downloads 115 (188,722)

Abstract:

consumer-generated advertising, source effects, persuasion knowledge, advertising effectiveness