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Influence that China Broadcast Channel Brand Personality has on Viewer's Channel Recognition - Focused on Hunan Television -

  • Journal of Communication Design
  • Abbr : JCD
  • 2019, 66(), pp.145-156
  • DOI : 10.25111/jcd.2019.66.11
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : November 23, 2018
  • Accepted : January 27, 2019

Zuo, Yi-fang 1,  KIM JONG MOO I 2

1단국대학교 커뮤니케이션학과 석사 |
2단국대학교

Accredited

ABSTRACT

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.

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