Exploring the Antecedents and Effects of Brand Images for Television News: An Application of Brand Personality Construct in a Multichannel News Environment

摘要

Adopting the construct of “brand personality,” this article examines the news brands of Cable News Network, Fox News Channel, MSNBC, CBS news, NBC news, and ABC news; investigates the factors influencing their brand images; and assesses the consequences of these brand perceptions. Using the news brand personality dimensions of competence, timeliness, and dynamism, it was found that antecedents such as an audience's attitude toward an affiliated television network, perceived importance of anchors, and use of television as a news source help shape the brand personality of a network news product. The perceived brand personality of a news outlet, especially along the dimension of competence, also contributes to an audience's attitude, usage, and loyalty of the news brand.