6533b823fe1ef96bd127ea94
RESEARCH PRODUCT
What's on TV? The Impact of Brand Image and Celebrity Credibility on Television Consumption from an Ingredient Branding Perspective
Bettina LisMartin Postsubject
Consumption (economics)business.industryStrategy and ManagementCommunicationPerspective (graphical)AdvertisingStructural equation modelingBrand managementBrand imageIngredient brandingCredibilityBusinessMarket environmentMarketingdescription
Today's multichannel, multimedia marketing environment presents a new layer of challenges. New demands from potential television viewers translate directly into the need of the creation and development of effective marketing strategies for the television (TV) market. This study proposes and validates a research model that analyzes an individual's TV show consumption by testing the impact of brand image and celebrity credibility. Based on the theoretical discussion, hypotheses were derived and tested with structural equation modeling on a basis of 306 consumers. Generally, the article provides evidence that brand image is the driving force in the explanation of a viewer's motivation to consume specific television content. ACCESS TO FULL TEXT
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2013-10-01 | International Journal on Media Management |