공중파 방송의 채널 브랜드 개성과 시청자의 자아 이미지 일치 정도가 채널 브랜드 자산에 미치는 영향

초록

For last few years, the brand of broadcasting channels has been emphasized as the number of channels sharply increased. The current study aims to explore the channel brand equity and personality. Three national broadcasting channels were investigated in terms of their brand personalities and their impacts on brand equities. A total of 338 samples was used to examine four main research questions with self-administered survey. The result shows some different factorial compositions across three channels. Briefly, the brand personalities of MBC and SBS are somewhat alike, while KBS showed different personality. In addition, the self-image was found to influence on channel brand equity. Especially, the congruity between the self-image of audiences and channel brand personality affected the brand equity, program quality evaluations, and the attitude toward the channel. As the importance of TV channel brand equity grows up, the development and management of brand personality should be essential for better performance in the multi-media and multi-channel environment. The study can take an initial role to encourage following studies to explore how to make it.

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