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

Producción científica: Article › revisión exhaustiva

65 Citas (Scopus)

Resumen

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.

Idioma original	English
Páginas (desde-hasta)	117-134
Número de páginas	18
Publicación	Journalism and Mass Communication Quarterly
Volumen	87
N.º	1
DOI	https://doi.org/10.1177/107769901008700107
Estado	Published - 2010

ASJC Scopus subject areas

Communication

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Dimensions of news media brand personality

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