The dimensions of cable television network personality: Implications for Media brand Management

Yongjun Sung, Namkee Park

Research output: Contribution to journalArticle

10 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)87-105
Number of pages19
JournalJMM International Journal on Media Management
Volume13
Issue number1
DOIs
Publication statusPublished - 2011 Jan
Externally publishedYes

ASJC Scopus subject areas

  • Communication
  • Strategy and Management

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