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Survival of Chinese-Language Media in Africa: Media Credibility or Brand Equity?

Table 2: Hierarchical regression analyses predicting media buying intent

Independent Variables Media buying intent
Block 1: Control Variables
Media Exposure -.003
Media Reliance -.043
Issue salience .159*
Adjusted R2 .422
Block 2: media credibility
Source credibility .074
Content credibility .124
△R2 .214
Block 3: customer-based brand equity
Perceived quality .321**
Brand association -.014
Brand awareness .056
Brand loyalty .238***
△R2 .032
Total adjusted R2 .661
Notes: Beta weight are from final regression equation with all blocks of variables in the model. N=277, *p<.05, **p<.01, ***p<.001
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