ISSN: 1998 - 4162

JISR MSSE Journal Contents

Volume 8, Number 1, January 2010

Credibility Perception of Viewers and Brand Equity: A Case Study of Private News Channels in Karachi
Talha Chishti - , , Pakistan
Dr. Mustaghis-ur-Rahman - SZABIST, Karachi, Pakistan

This research studies the key indicators of brand credibility of a selected number of private news channels and aims to reveal the association of brand credibility with the brand equity of these channels. Four private news channels reaching at national level with wide area coverage on cable TV across the country were selected for this study...


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