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

被引：19

作者：

Oyedeji, Tayo A. ^{[1
]}

机构：

[1] Univ Georgia, Athens, GA 30519 USA

来源：

AMERICAN BEHAVIORAL SCIENTIST | 2010年 / 54卷 / 02期

关键词：

media brands; branding; credible brand theory; credible brand model; brand equity;

D O I：

10.1177/0002764210376312

中图分类号：

B849 [应用心理学];

学科分类号：

040203 ;

摘要：

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.

引用

页码：83 / 99

页数：17

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