The Credible Brand Model: The Effects of Ideological Congruency and Customer-Based Brand Equity on News Credibility  

Oleh:

Oyedeji, Tayo A.

Jenis: Article from Journal - e-Journal
Dalam koleksi: American Behavioral Scientist vol. 54 no. 02 (Oct. 2010), page 83-99.
Topik: Media Brands; Branding; Credible Brand Theory; Credible Brand Model; Brand Equity
Fulltext: 01. The Credible Brand Model - The Effects of Ideological Congruency and Customer-Based Brand Equity on....pdf (240.94KB)

Isi artikel

This study proposes and tests the credible brand model (CBM), which explicates the effects of customer-based brand equity and ideological congruency on audiences’ perceptions of the credibility of news media outlets and the believability of their messages. Data from a survey and an experiment probing respondents’ perceptions of two media outlets (CNN and Fox News Channel) were analyzed with structural equation modeling. The data showed strong support for the CBM.

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