TY - JOUR
T1 - Dimensions of news media brand personality
AU - Kim, Joo Young
AU - Baek, Tae Hyun
AU - Martin, Hugh J.
PY - 2010
Y1 - 2010
N2 - 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.
AB - 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.
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U2 - 10.1177/107769901008700107
DO - 10.1177/107769901008700107
M3 - Article
AN - SCOPUS:77954477888
SN - 1077-6990
VL - 87
SP - 117
EP - 134
JO - Journalism and Mass Communication Quarterly
JF - Journalism and Mass Communication Quarterly
IS - 1
ER -