Please use this identifier to cite or link to this item: https://ir.iimcal.ac.in:8443/jspui/handle/123456789/1153
Title: Structural equation modelling of determinants of consumer-based brand equity of newspapers
Authors: Bakshi, Madhupa
Mishra, Prashant
Keywords: Consumer-based brand equity
Credibility
Entertainment
Localisation
Newspaper
Packaging
Issue Date: 2016
Publisher: SCOPUS
Journal of Media Business Studies
Taylor and Francis Ltd
Series/Report no.: 13(2)
Abstract: In an increasingly competitive media market, branding is a potent tool in the hands of media firms. Though significant developments have taken place in the realm of practice, there is sparse research in the academic domain on consumer-based brand performance drivers in the media industry. The objective of this article is to establish the variables that affect the customer-based brand equity (CBBE) of newspaper brands. A survey of local newspapers was undertaken, among consumers in India, to establish a brand equity model for newspapers, based on Aaker’s CBBE theory. Data were collected through survey, and factor analysis of the data indicated that localisation, ideology, credibility, and entertainment are the variables that influence CBBE. Subsequently, structural equation modelling revealed that all the variables had positive impact on brand equity. For marketers of newspapers, this study identifies the factors that they need to focus on if they want to garner the equity of the brand. For the first time, a model is being proposed to predict the CBBE of newspapers, and this can be the basis for further research into whether this model is feasible for other media products as well. © 2016 Media Management and Transformation Centre.
Description: Mishra, Prashant, Media Department, NSHM Group of Institutions, Kolkata, India; Mishra, P., Indian Institute of Management Calcutta, Kolkata, India
ISSN/ISBN - 16522354
pp.73-94
DOI - 10.1080/16522354.2016.1145912
URI: https://www.scopus.com/inward/record.uri?eid=2-s2.0-84978890712&doi=10.1080%2f16522354.2016.1145912&partnerID=40&md5=8ba476b172454416c3523d3d6da75fc0
https://ir.iimcal.ac.in:8443/jspui/handle/123456789/1153
Appears in Collections:Marketing

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