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.
ASJC Scopus subject areas
- Strategy and Management