TY - JOUR
T1 - Perceptions of branding among television station managers
T2 - An exploratory analysis
AU - Chan-Olmsted, Sylvia M.
AU - Kim, Yungwook
PY - 2001
Y1 - 2001
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=7444258789&partnerID=8YFLogxK
U2 - 10.1207/s15506878jobem4501_6
DO - 10.1207/s15506878jobem4501_6
M3 - Article
AN - SCOPUS:7444258789
SN - 0883-8151
VL - 45
SP - 75
EP - 91
JO - Journal of Broadcasting and Electronic Media
JF - Journal of Broadcasting and Electronic Media
IS - 1
ER -