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

Tayo A. Oyedeji

44 citations0/0 files storedAmerican Behavioral Scientist

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Media Studies and Communication Journalism and Media Studies Consumer Behavior in Brand Consumption and Identification

Abstract

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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2000Structural equation modeling with AMOS: basic concepts, applications, and programming 1996Power analysis and determination of sample size for covariance structure modeling.1997Dimensions of Brand Personality 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1991Managing Brand Equity 1951The Influence of Source Credibility on Communication Effectiveness 2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.2001Developing and validating a multidimensional consumer-based brand equity scale

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2015Cognitive Dissonance or Credibility? A Comparison of Two Theoretical Explanations for Selective Exposure to Partisan News 2014Digital Media and Perceptions of Source Credibility in Political Communication 2020La radio: el medio que mejor se comporta en las crisis. Hábitos de escucha, consumo y percepción de los oyentes de radio durante el confinamiento por el Covid-19 2021The Tragedy of Errors: Political Ideology, Perceived Journalistic Quality, and Media Trust 2016Structural equation modelling of determinants of consumer-based brand equity of newspapers

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