@article{ART002434581},
author={Zuo, Yi-fang and KIM JONG MOO I},
title={Influence that China Broadcast Channel Brand Personality has on Viewer's Channel Recognition - Focused on Hunan Television -},
journal={Journal of Communication Design},
issn={1976-1562},
year={2019},
volume={66},
pages={145-156},
doi={10.25111/jcd.2019.66.11}
TY - JOUR
AU - Zuo, Yi-fang
AU - KIM JONG MOO I
TI - Influence that China Broadcast Channel Brand Personality has on Viewer's Channel Recognition - Focused on Hunan Television -
JO - Journal of Communication Design
PY - 2019
VL - 66
IS - null
PB - CDAK Society of Communication Design
SP - 145
EP - 156
SN - 1976-1562
AB - In China where 166 TV broadcast stations operate 3250 channels, they are vehemently competing to get viewers. In this age of competition among China broadcast channels, it is essential to enhance channel brand by building distinct channel personality which highlights the property of broadcast channel in order to induce viewers to watch the broadcast program of our company. Thus, this study analyzed what the Hunan TV brand personality is and what influence Hunan TV channel brand personality has on brand perception, brand preference, channel reliability, channel loyalty by using brand personality scale developed by Aaker. J (1997). To this end, the result of question distributed to 307 Chinese testees was used for analysis. First, the analysis showed that the brand personality factors of Hunan TV channel are “lively”, “refined”, “specialized”. Second, among the brand personality of Hunan TV channel, “lively” & “specialized” had significant influence on channel perception to the positive(+) direction. Third, among brand personality of Hunan TV channel, specialized” had significant influence on channel preference to the positive(+) direction. Fourth, among brand personality of Hunan TV channel, “lively”, “refined” had significant influence on channel reliability to the positive(+) direction. Fifth, channel reliability of Hunan had significant influence on channel loyalty to the positive(+) direction. Given such result, among brand personality of Hunan TV channel, “lively” had influence on channel perception, channel preference, channel reliability. Next, “specialized” was found to be significant factor which had influence on channel perception and channel preference. This study is meaningful in that it analyzed which brand personality of Hunan TV channel should be enhanced to improve channel perception, channel preference, channel reliability, channel loyalty of Hunan TV channel in China.
KW - Hunan Television;Brand Personality;Channel Awareness;Channel Preference;Channel Reliability;Channel Loyalty
DO - 10.25111/jcd.2019.66.11
ER -
Zuo, Yi-fang and KIM JONG MOO I. (2019). Influence that China Broadcast Channel Brand Personality has on Viewer's Channel Recognition - Focused on Hunan Television -. Journal of Communication Design, 66, 145-156.
Zuo, Yi-fang and KIM JONG MOO I. 2019, "Influence that China Broadcast Channel Brand Personality has on Viewer's Channel Recognition - Focused on Hunan Television -", Journal of Communication Design, vol.66, pp.145-156. Available from: doi:10.25111/jcd.2019.66.11
Zuo, Yi-fang, KIM JONG MOO I "Influence that China Broadcast Channel Brand Personality has on Viewer's Channel Recognition - Focused on Hunan Television -" Journal of Communication Design 66 pp.145-156 (2019) : 145.
Zuo, Yi-fang, KIM JONG MOO I. Influence that China Broadcast Channel Brand Personality has on Viewer's Channel Recognition - Focused on Hunan Television -. 2019; 66 145-156. Available from: doi:10.25111/jcd.2019.66.11
Zuo, Yi-fang and KIM JONG MOO I. "Influence that China Broadcast Channel Brand Personality has on Viewer's Channel Recognition - Focused on Hunan Television -" Journal of Communication Design 66(2019) : 145-156.doi: 10.25111/jcd.2019.66.11
Zuo, Yi-fang; KIM JONG MOO I. Influence that China Broadcast Channel Brand Personality has on Viewer's Channel Recognition - Focused on Hunan Television -. Journal of Communication Design, 66, 145-156. doi: 10.25111/jcd.2019.66.11
Zuo, Yi-fang; KIM JONG MOO I. Influence that China Broadcast Channel Brand Personality has on Viewer's Channel Recognition - Focused on Hunan Television -. Journal of Communication Design. 2019; 66 145-156. doi: 10.25111/jcd.2019.66.11
Zuo, Yi-fang, KIM JONG MOO I. Influence that China Broadcast Channel Brand Personality has on Viewer's Channel Recognition - Focused on Hunan Television -. 2019; 66 145-156. Available from: doi:10.25111/jcd.2019.66.11
Zuo, Yi-fang and KIM JONG MOO I. "Influence that China Broadcast Channel Brand Personality has on Viewer's Channel Recognition - Focused on Hunan Television -" Journal of Communication Design 66(2019) : 145-156.doi: 10.25111/jcd.2019.66.11