The divisive election of 2016 brought online news credibility to the forefront, motivating further study into how our perceived self-congruence with a media brand affects our perception of news article credibility. Using the marketing concept customer-based brand equity (CBBE), this study examines the relationship between media brand attachment, ideology, and readers’ perception of credibility. Past studies have shown that CBBE is significantly related to media channel credibility. This study will further that research to explore how participants’ CBBE and self-image congruence with an online political news outlet affect their perceptions of article credibility.
