This paper outlines the importance and role of non-product-related brand attributes, e.g., user imagery and usage imagery, in local news media content consumption by a younger audience aged 15-24. Due to technological developments, new media content consumption patterns have emerged. New...

While research on traditional media brands has increased in recent years, few studies examine news media brands and their brand strategies, particularly distinctive brand associations unrelated to media brand content and their impact on audience media brand choice and attention. Numerous studies...