Survival of Chinese-Language Media in Africa: Media Credibility or Brand Equity?
Table 1: Correlation between constructs of media credibility and CBBE
| Variables | Media credibility | |
| CBBE | Source credibility | Content credibility |
| r(p) | r(p) | |
| Perceived quality | .903** | .932** |
| Brand Association | .772** | .768** |
| Brand Awareness | .677** | .770** |
| Brand Loyalty | .708** | .709** |
| N=277, **.Correlation is significant at the 0.01 level (2-tailed). | ||