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dc.contributor.advisorCraft, Stephanieeng
dc.contributor.authorOyedeji, Tayo A., 1976-eng
dc.date.issued2008eng
dc.date.submitted2008 Springeng
dc.descriptionThe entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file.eng
dc.descriptionTitle from title screen of research.pdf file (viewed on June 11, 2009)eng
dc.descriptionVita.eng
dc.descriptionThesis (Ph. D.) University of Missouri-Columbia 2008.eng
dc.description.abstractThis study proposes and tests the credible brand model (CBM), a model that explicates the processes by which media audiences make credibility judgments about media outlets and their products. The primary postulate of the CBM is that media audiences' perceptions of the media credibility of a media outlet, and by extension the message credibility of its news stories, are dependent on their perception of the customer-based brand equity (CBBE) of the media outlet and the ideological congruency between their personal worldview and the worldview of that media outlet. A survey was conducted to test the hypotheses and answer the research questions associated with this model. The survey probed respondents' ideological congruency with two media brands (Fox News Channel and CNN) and their perceptions of the media credibility and brand equity of the media outlets. The data showed strong support for the CBM. The confirmatory model evaluation conducted with Structural Equation Modeling revealed a strong fit between the data and the hypothesized model, with normed fit index (NFI = 0.93), comparative fit index (CFI = 0.96), and root mean square error of approximation (RMSEA = 0.06). In addition, the CBM was a better fit with the data than an alternative model (NFI = 0.88, CFI = 0.92, and RMSEA = 0.08).eng
dc.description.bibrefIncludes bibliographical referenceseng
dc.identifier.merlinb68897182eng
dc.identifier.oclc387771867eng
dc.identifier.urihttps://doi.org/10.32469/10355/5574eng
dc.identifier.urihttps://hdl.handle.net/10355/5574
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartofcommunityUniversity of Missouri--Columbia. Graduate School. Theses and Dissertationseng
dc.rightsOpenAccess.eng
dc.rights.licenseThis work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.
dc.subject.lcshBroadcast journalismeng
dc.subject.lcshJournalistic ethicseng
dc.subject.lcshMass media -- Audienceseng
dc.subject.lcshTruthfulness and falsehoodeng
dc.titleThe credible brand model : the effects of ideological congruency and customer-based brand equity on media and message credibilityeng
dc.typeThesiseng
thesis.degree.disciplineJournalism (MU)eng
thesis.degree.grantorUniversity of Missouri--Columbiaeng
thesis.degree.levelDoctoraleng
thesis.degree.namePh. D.eng


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