TY - JOUR
T1 - Feedback effect of online brand extension
T2 - an empirical analysis of newspapers in Taiwan
AU - Huang, J. Sonia
PY - 2020/4/20
Y1 - 2020/4/20
N2 - 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.
AB - 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.
KW - brand loyalty
KW - feedback effect
KW - newspapers
KW - online brand extension
KW - Taiwan
UR - http://www.scopus.com/inward/record.url?scp=85084091547&partnerID=8YFLogxK
U2 - 10.1080/17544750.2020.1752759
DO - 10.1080/17544750.2020.1752759
M3 - Article
AN - SCOPUS:85084091547
SN - 1754-4750
JO - Chinese Journal of Communication
JF - Chinese Journal of Communication
ER -