The Effects of Cable News Outlets’ Customer-Based Brand Equity on Audiences’ Evaluation of the Credibility of their Online Brand Extensions

Abstract

This study explores the effects of cable news outlets’ customer-based brand equity (CBBE) on audiences’ evaluation of the credibility of their online brand extensions. A survey was conducted toexplore audiences’ opinions of the brand extensions of CNN and FoxNews Channel to cnn.com and foxnews.com, respectively. The resultshows a significant effect of the traditional outlets’ CBBE on audiences’evaluation of their online extensions. The implication of the study forbrand extension versus brand portfolio strategy in the media industry was also discussed.