Title: Feedback effect of online brand extension: an empirical analysis of newspapers in Taiwan
Authors: Huang, J. Sonia
傳播與科技學系
Department of Communication and Technology
Keywords: feedback effect;online brand extension;brand loyalty;newspapers;Taiwan
Issue Date: 1-Jan-1970
Abstract: Legacy media have not managed to recoup lost revenue by pursuing digital opportunities, so the following question is worth addressing: How does the growth of digital audiences affect the brand equity of news parent brands? This study examined the feedback effects of online brands on parent brand loyalty by analyzing a survey (N = 1,199) of four national newspaper readers in Taiwan. The main results demonstrated that online brand loyalty could be transferred to parent brand loyalty, and the relationship was moderated by perceived fit. Moreover, two factors, personal-networked branding and engaging branding, contribute to the success of online brands, whereas on-demand branding might dilute the brand loyalty of an online news brand.
URI: http://dx.doi.org/10.1080/17544750.2020.1752759
http://hdl.handle.net/11536/154406
ISSN: 1754-4750
DOI: 10.1080/17544750.2020.1752759
Journal: CHINESE JOURNAL OF COMMUNICATION
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Appears in Collections:Articles