The impact of rebranding on fox comedy
In the context of the Portuguese television market, this thesis aims to quantify the effects of rebranding on Fox Comedy. We find that, on average, rebranding results in a 0,05% increase in the share of audience, indirectly influencing the share of investment in advertising, by producing effects in...
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| Format: | masterThesis |
| Language: | eng |
| Published: |
2017
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10362/23457 |
| Country: | Portugal |
| Oai: | oai:run.unl.pt:10362/23457 |