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Perceptions of branding among television station managers: An exploratory analysis

Title
Perceptions of branding among television station managers: An exploratory analysis
Authors
Chan-Olmsted S.M.Kim Y.
Ewha Authors
김영욱
SCOPUS Author ID
김영욱scopus
Issue Date
2001
Journal Title
Journal of Broadcasting and Electronic Media
ISSN
0883-8151JCR Link
Citation
vol. 45, no. 1, pp. 75 - 91
Indexed
SSCI; SCOPUS scopus
Abstract
This research assessed the perceptions of branding and branding practices among general managers of commercial television stations. The study concluded that general managers perceived branding to be an "important tactical management function" with branding applications in areas most related to news and promotion. In addition, the managers' commitment to brand research was linked to their understanding and positive perceptions of branding. Market sizes and news leadership were also related to perceived branding practices. © 2001 Broadcast Education Association.
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사회과학대학 > 커뮤니케이션·미디어학전공 > Journal papers
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