Dimensions of news media brand personality

Joo Young Kim; Tae Hyun Baek; Hugh J. Martin

doi:10.1177/107769901008700107

Dimensions of news media brand personality

Joo Young Kim
, Tae Hyun Baek
, Hugh J. Martin

Integrated Strategic Communication

Research output: Contribution to journal › Article › peer-review

65 Scopus citations

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	https://doi.org/10.1177/107769901008700107
State	Published - 2010

ASJC Scopus subject areas

Communication

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10.1177/107769901008700107

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Dimensions of news media brand personality

Abstract

ASJC Scopus subject areas

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