Branding Television News in a Multichannel Environment: An Exploratory Study of Network News Brand Personality

Sylvia M. Chan‐Olmsted · Jiyoung Cha

47 citations0/0 files storedThe International Journal on Media Management

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Media Studies and Communication Journalism and Media Studies Consumer Behavior in Brand Consumption and Identification

Abstract

Adopting the construct of “brand personality,” this article examines the perceived differences among various television news brands, investigates the distinction between cable and broadcast news brands, and explores the applicability of brand personality in this market. CNN was found to possess the most distinct, positive personality, whereas CBS news had the least differentiated brand personality. Fox News was seen as the most dynamic and conservative. Overall, broadcast network news was perceived to be more traditional and liberal than cable network news. Three modified dimensions—competence, timeliness, and dynamism—were found to represent the personality facets of the television news product.

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References

1993Cultures and Organizations: Software of the Mind.2018Culture's Consequences 1997Dimensions of Brand Personality 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1998Issues and opinion on structural equation modeling 1995Building Strong Brands 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process 1992Cultures and Organizations: Software of the Mind

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