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Keywords: Ideology
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Journal Articles
Drivers of brand equity of television news channels: evidences from emerging market
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2017) 35 (1): 147–162.
Published: 06 February 2017
...) to investigate the causal relationships between CBBE and the variables that affect brand equity for television news channels. Findings The analysis revealed that localization, ideology, credibility and entertainment are the variables that influence CBBE of television news channels (media brands). Subsequent...
