채널 브랜드 개성과 채널 평판이 채널 시청의도에 미치는 영향에 관한 연구: 공중파 채널과 케이블 채널을 중심으로

초록

Viewers tend to watch TV program by channel brand image right now. It is needed for TV station to build brand personality to viewers. However, there are not much research related to find the difference of brand personality between network channel and cable channel. Therefore, this study pursued to find the brand strategy of network chennel and cable channel. In addition, this study included channel reputation to fortify channel competitiveness in channel brand equity because the channel having good brand reputation and brand image builds brand equity and viewer's channel choice. Futhermore, this study is to find the relationship between channel brand personality and brand reputation and relationship between channel reputation and channel equity. This study help a station to build brand management of network channel and cable channel.

키워드