Article2018

Assessing the consumer-based brand equity of news media firms: a new validated scale

María Victoria Mas · Iván Lacasa-Mas · Frederic Marimón

17 citations0/0 files storedJournal of Media Business Studies

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Corporate Identity and Reputation

Abstract

This article provides a validated scale to measure one of the main competitive advantages of news media firms: consumer-based brand equity (CBBE). A survey of 1175 readers was undertaken. Confirmatory factor analysis was used to analyse the dimensions deployed in the latent CBBE construct, which was examined as a third-order factor composed of functional associations (basic utility and journalistic quality), experiential associations (tone and packaging), and symbolic associations (reliability, ideology, and identity). The construct validity for the CBBE measurement of various types of news media brands and theoretical implications for media branding are also discussed.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2000Multivariate Data Analysis 1991Managing brand equity : capitalizing on the value of a brand name.2001Developing and validating a multidimensional consumer-based brand equity scale 2000Uses and Gratifications Theory in the 21st Century 1992Managing Brand Equity: Capitalizing on the Value of a Brand Name 2006Brands and Branding: Research Findings and Future Priorities

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2022The Impact on Audience Media Brand Choice Using Media Brands Uniqueness Phenomenon

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