Perceived message consistency: Explicating how brand messages being processed across multiple online media
作者：
Highlights：
• Perceived message consistency results from relevancy and expectancy evaluations.
• When new and existing brand messages are high in relevancy, the two evaluations are positively or negatively correlated.
• When new and existing brand messages are low in relevancy, the two evaluations are insignificantly correlated.
• The scale items were valid and reliable across ages, products, and online media.
• The scale items were demonstrated to be better than existing scales that involve only relevancy evaluation items.
摘要
•Perceived message consistency results from relevancy and expectancy evaluations.•When new and existing brand messages are high in relevancy, the two evaluations are positively or negatively correlated.•When new and existing brand messages are low in relevancy, the two evaluations are insignificantly correlated.•The scale items were valid and reliable across ages, products, and online media.•The scale items were demonstrated to be better than existing scales that involve only relevancy evaluation items.
论文关键词：Consistency,Cross-media,Expectancy evaluation,Relevancy evaluation,Message consistency scale,Online media
论文评审过程：Received 28 August 2017, Revised 8 February 2018, Accepted 22 March 2018, Available online 26 March 2018, Version of Record 2 April 2018.
论文官网地址：https://doi.org/10.1016/j.chb.2018.03.038
