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The effect of content credibility on consumer-based brand equity: the case of Indian television channels

Author

Listed:
  • Madhupa Bakshi
  • Bilal Mustafa Khan
  • Prashant Mishra

Abstract

With the entry of foreign direct investment (FDI) the media industry has proliferated and multiple brands now vie for eyeballs in the television industry. Consequently content of the channels is no longer directed by fourth estate prerogatives. This is reflected in the proclivity of the news channels in resorting to sensationalism and constant 'breaking news'. Thus the purpose of this article is to explore the influence of credible content and packaging on consumer-based brand equity of television channels. Here credibility measures have been taken from journalism content credibility constructs, on the other hand, Aaker's (1991) dimensions of CBBE have been used to measure the brand equity construct. The study reveals that content credibility only explains 47% of the variance in brand equity. However, there are strong correlations between the constructs.

Suggested Citation

  • Madhupa Bakshi & Bilal Mustafa Khan & Prashant Mishra, 2014. "The effect of content credibility on consumer-based brand equity: the case of Indian television channels," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 8(3), pages 329-344.
    • Handle: RePEc:ids:ijicbm:v:8:y:2014:i:3:p:329-344
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