Citation

Oyedeji TA. Am. Behav. Sci. 2010; 54(2): 83-99.

Copyright

(Copyright © 2010, SAGE Publishing)

DOI

10.1177/0002764210376312

PMID

unavailable

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.