Abstract
Tayo Oyedeji and Jiran Hou, “The Effects of Cable News Outlets’ Customer-
Based Brand Equity on Audiences’ Evaluation of the Credibility of their Online
Brand Extensions,” Journal of Media Business Studies, 7(1):41-58 (2010).
Key Words: brands, brand extension, brand management, brand equity, media, online
credibility
This study explores the effects of cable news outlets’ customer-based brand equity
(CBBE) on audiences’ evaluation of the credibility of their online brand extensions. A
survey was conducted to explore audiences’ opinions of the brand extensions of CNN and
Fox News Channel to cnn.com and foxnews.com, respectively. The result shows a
significant effect of the traditional outlets’ CBBE on audiences’ evaluation of their online
extensions. The implication of the study for brand extension versus brand portfolio strategy
in the media industry was also discussed.
Tayo Oyedeji and Jiran Hou, “The Effects of Cable News Outlets’ Customer-
Based Brand Equity on Audiences’ Evaluation of the Credibility of their Online
Brand Extensions,” Journal of Media Business Studies, 7(1):41-58 (2010).
Key Words: brands, brand extension, brand management, brand equity, media, online
credibility
This study explores the effects of cable news outlets’ customer-based brand equity
(CBBE) on audiences’ evaluation of the credibility of their online brand extensions. A
survey was conducted to explore audiences’ opinions of the brand extensions of CNN and
Fox News Channel to cnn.com and foxnews.com, respectively. The result shows a
significant effect of the traditional outlets’ CBBE on audiences’ evaluation of their online
extensions. The implication of the study for brand extension versus brand portfolio strategy
in the media industry was also discussed.
