Abstract
This study explores the structure of news media brand personality across multiple media outlets including television network news, newspapers, and news magazines. Through a series of exploratory and confirmatory factor analysis procedures with an initial set of 229 personality traits that were reduced to the final set of forty-eight items, we found five brand personality dimensions that can be applicable to news media: Trustworthiness, Dynamism, Sincerity, Sophistication, and Toughness. Practical implications for media brand management are discussed.
| Original language | English |
|---|---|
| Pages (from-to) | 117-134 |
| Number of pages | 18 |
| Journal | Journalism and Mass Communication Quarterly |
| Volume | 87 |
| Issue number | 1 |
| DOIs | |
| State | Published - 2010 |
ASJC Scopus subject areas
- Communication