ARTICLE: Content is more important than the brand

quality by Jason Taellious, licence: CC BY-SA 2.0

Isabelle Krebs, of University of Zurich conducted an experimental study on news media brands in Switzerland. The study explores if readers evaluate the quality of the news articles based on the content or the brand. The aim is to gain further knowledge of the functionality of the quality production of news brands. The researcher conducted an online experiment with 311 Swiss online users.

The results show that participants recognised different quality levels of news articles’ content and evaluated the quality of the content based on the actual quality performance and not based on the brand. According to the authors this is good news for journalism: the brand cannot conceal quality losses. The brand had a small but significant influence on the content evaluation.

The article: Does the brand affect the quality perception of news articles? – An experimental study on news media brands in Switzerland” was published by Journal of Media Business Studies and it can be found here.

Picture: quality by Jason Taellious, licence: CC BY-SA 2.0

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