Structural equation modelling of determinants of consumer-based brand equity of newspapers

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.

KEYWORDS:

• Consumer-based brand equity
• credibility
• packaging
• localisation
• entertainment
• newspaper

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Madhupa Bakshi

Madhupa Bakshi is an Associate Professor at NSHM Institute of Media and Design, Kolkata, teaching branding and marketing communications. She has contributed to major international journals and presented papers at international conferences. Her research interest lies in media management, branding and CSR.

Prashant Mishra

Prashant Mishra is presently Associate Professor of Marketing at Indian Institute of Management, Calcutta, (IIMC). He has to his credit more than 50 research papers, popular articles and case studies in the area of customer management processes, consumer psychology, brand management and behavioural processes in organisations, in journals and periodicals of repute.