Perceptions of branding among television station managers: An exploratory analysis

Sylvia M. Chan-Olmsted, Yungwook Kim

Research output: Contribution to journalArticlepeer-review

60 Scopus citations

Abstract

This research assessed the perceptions of branding and branding practices among general managers of commercial television stations. The study concluded that general managers perceived branding to be an "important tactical management function" with branding applications in areas most related to news and promotion. In addition, the managers' commitment to brand research was linked to their understanding and positive perceptions of branding. Market sizes and news leadership were also related to perceived branding practices.

Original languageEnglish
Pages (from-to)75-91
Number of pages17
JournalJournal of Broadcasting and Electronic Media
Volume45
Issue number1
DOIs
StatePublished - 2001

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