Prashant Malaviya

Georgetown University - Department of Marketing

Associate Professor

Washington, DC 20057

United States

SCHOLARLY PAPERS

1

DOWNLOADS

145

SSRN CITATIONS

0

CROSSREF CITATIONS

0

Scholarly Papers (1)

Actions:
Email selected abstracts
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 145 (251,594)
Citation 1

Abstract:

Loading...

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