Innovation in Newspaper Branding and Desirable Value Creation in the Country

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KARBALAEI HAJIOGHLI HASSAN; FARHANGI ALI AKBAR; SOLTANIFAR MOHAMMAD; DELAVAR ALI; GERANMAYEHPOUR ALI

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Journal: MEDIA STUDIES Year:2019 | Volume:13 | Issue:4 (43) Page(s): 7-18

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Title

Innovation in Newspaper Branding and Desirable Value Creation in the Country

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Keywords

innovationQ2

brandingQ2

value creationQ1

newspapersQ1

Abstract

The way of informing has been changed based on virtual spaces; therefore, information sharing and access to economic, political, social and cultural information have also changed. For this reason, the press has to change its strategies and it is necessary to take advantage of innovation. In this regard, the present research has been aimed at innovation in branding of newspapers for desirable value creation in the country. The research method is descriptive-correlational. The statistical population includes experts, media experts, concessionaires, directors and editors of newspapers. Using convenience-sampling method, 125 of them were selected. A researcher-made questionnaire was used to collect data. To analyze the data, Pearson correlation coefficient and linear regression were used. The results indicated that there was a positive and significant correlation between the true quality of the product, the environment, professional ethics and employee relationships, and customer support with brand equity. Nevertheless, there was not a significant relationship between cost and brand equity. Linear regression results also indicated that customer support contributes to the prediction of brand equity.

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APA: Copy

KARBALAEI HAJIOGHLI, HASSAN, FARHANGI, ALI AKBAR, SOLTANIFAR, MOHAMMAD, DELAVAR, ALI, & GERANMAYEHPOUR, ALI. (2019). Innovation in Newspaper Branding and Desirable Value Creation in the Country. MEDIA STUDIES, 13(4 (43) ), 7-18. SID. https://sid.ir/paper/211937/en

Vancouver: Copy

KARBALAEI HAJIOGHLI HASSAN, FARHANGI ALI AKBAR, SOLTANIFAR MOHAMMAD, DELAVAR ALI, GERANMAYEHPOUR ALI. Innovation in Newspaper Branding and Desirable Value Creation in the Country. MEDIA STUDIES[Internet]. 2019;13(4 (43) ):7-18. Available from: https://sid.ir/paper/211937/en

IEEE: Copy

HASSAN KARBALAEI HAJIOGHLI, ALI AKBAR FARHANGI, MOHAMMAD SOLTANIFAR, ALI DELAVAR, and ALI GERANMAYEHPOUR, “Innovation in Newspaper Branding and Desirable Value Creation in the Country,” MEDIA STUDIES, vol. 13, no. 4 (43) , pp. 7–18, 2019, [Online]. Available: https://sid.ir/paper/211937/en

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