TY - JOUR
T1 - The dimensions of cable television network personality
T2 - Implications for Media brand Management
AU - Sung, Yongjun
AU - Park, Namkee
PY - 2011/1
Y1 - 2011/1
N2 - Given the current competitive cable network environment, the task of brand management at a symbolic level as a tool for network differentiation has become critical. This study develops a theoretical framework for cable network personality dimensions and a reliable and valid scale that measures these dimensions. When 36 popular cable network brands were rated on a set of personality traits, 5 dimensions of network brand personality were observed: Excitement, Warmness, Intelligence, Controversy, and Ruggedness. Theoretical and managerial implications are discussed.
AB - Given the current competitive cable network environment, the task of brand management at a symbolic level as a tool for network differentiation has become critical. This study develops a theoretical framework for cable network personality dimensions and a reliable and valid scale that measures these dimensions. When 36 popular cable network brands were rated on a set of personality traits, 5 dimensions of network brand personality were observed: Excitement, Warmness, Intelligence, Controversy, and Ruggedness. Theoretical and managerial implications are discussed.
UR - http://www.scopus.com/inward/record.url?scp=79952649189&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=79952649189&partnerID=8YFLogxK
U2 - 10.1080/14241277.2010.545361
DO - 10.1080/14241277.2010.545361
M3 - Article
AN - SCOPUS:79952649189
SN - 1424-1277
VL - 13
SP - 87
EP - 105
JO - JMM International Journal on Media Management
JF - JMM International Journal on Media Management
IS - 1
ER -