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With today's trend toward higher store concentration, building strong store brands has become a priority for many retailing companies. This study aims to analyze the differences in store brands' purchasing likelihood between store brands with a manufacturer identification - a manufacturer signature - and store brands with no information about the manufacturer, as well as the moderating role of the manufacturer signature on store brands' purchase intention. We carried out multiple group analysis through structural equation modeling. Our findings suggest that store brand image has the most significant influence on loyalty and purchase intention for both types of store brands. Moreover, and contrary to our expectations, we did not find empirical support for the moderating role of manufacturer signature on store brands' purchasing likelihood.

In the mass communication current environment our study aims to analyze the relation between news media customer-based brand equity and their credibility, applying the Credible Brand Model in order to assess how audience makes credibility judgments about media. Data from structured questionnaire gathering respondents' perceptions of five major media brand equity and credibility were analyzed using structural equation modeling. Our findings suggest a positive relation between media brand equity and credibility, showing that media image or associations, along with media loyalty, exert the higher influence on the value provided to the media. Thus, the mass media credibility involves improving media processes and image, as well as developing new ways of meeting the news and information needs of the audience.

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Ha sido director del diario El ideal gallego y directivo en otras empresas informativas. Es autor de artículos sobre medios de comunicación y estrategias de comunicación.

Extra-Innovación en Comunicación. Retos en la TV pública europea y en el periodismo móvil. Coordinan: M. Túñez y F. Campos (Universidade da Santiago de Compostela) [06] Cómo citar este artículo / Referencia normalizada

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