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1.
An important development in the theory of brands has been the concept of a brand personality as part of the brand image. The construct of congruence relates the personality of brands to the self-concept of consumers. It is assumed that congruence between the recipient's perception of his or her own personality and his or her perception of the brand personality leads to a higher degree of loyalty. The congruence construct has been proven to be a loyalty-promoting factor in various studies for consumer good brands. Whether the influence of congruence also exists with regard to media brands has, however, not yet been examined. As a step to close the gap, this research explores the effects of congruence on consumer loyalty in the media, taking the leading German news magazine brands— Focus, Spiegel, and Stern—which are published in print and online, as a case. The study uses a structural equation model, which is estimated by the partial least squares method, based on a questionnaire answered by 736 respondents. The model was tested for all respondents and those with print and online preference separately. As a result, the influence of congruence on loyalty could also be detected in our media case. Differences of the impact within the models for print and online give rise to the assumption that a differentiated approach to brand management in these two fields has to be taken into consideration. 相似文献
2.
Adopting the construct of “brand personality,” this article examines the perceived differences among various television news brands, investigates the distinction between cable and broadcast news brands, and explores the applicability of brand personality in this market. CNN was found to possess the most distinct, positive personality, whereas CBS news had the least differentiated brand personality. Fox News was seen as the most dynamic and conservative. Overall, broadcast network news was perceived to be more traditional and liberal than cable network news. Three modified dimensions—competence, timeliness, and dynamism—were found to represent the personality facets of the television news product. 相似文献
3.
Erica Weintraub Austin Bruce E. Pinkleton Yi-Chun Chen Bruce W. Austin 《Mass Communication and Society》2013,16(4):399-421
This study tested the double-edged desirability hypothesis to investigate whether a lack of reduction in desirability perceptions signified failure of a media literacy intervention to reduce the appeal of sexual portrayals or whether it instead represented an improved awareness of message-design techniques and, therefore, a successful intervention. Data from two media literacy curriculum evaluations, both pretest–posttest quasi-experiments with control groups (N1 = 922, M = 14.13, SD = 1.07; N2 = 1,098, M = 14.26, SD = 1.06) showed that the media literacy treatment in both studies eliminated the effect of desirability on participants’ attitudes, reduced the effect of message desirability on participants’ expectancies, and reduced the effect of message desirability on participants’ efficacy in one of the evaluations. The results supported the double-edged desirability hypothesis, which holds that media literacy education can diminish the influence of desirable but unrealistic sexual media messages on adolescents’ decision making concerning sex, regardless of whether it decreases their affinity for the messages. This approach appears to represent a more effective alternative to demonizing media messages teens find desirable. 相似文献
4.
Although a growing body of literature points to the particular media diet of populist voters, we know too little about what specific media preferences characterize citizens with populist attitudes. This article investigates to what extent citizens with antiestablishment and exclusionist populist attitudes are attracted to attitudinal-congruent media content. We collected survey data using a nationally representative sample (N = 809) and found that citizens’ preferences for media content are in sync with their populist attitudes. Beyond having a tabloidized and entertainment-based media diet, populist voters self-select media content that actively articulates the divide between the “innocent” people and “culprit” others. These findings provide new insights into the appeal of different types of media populism among citizens with populist attitudes on different dimensions. 相似文献
5.
The purpose of the present study was to explore the influence of radio listener experiences on radio listening behaviors, consumer perceptions and behaviors, and social media involvement. A national sample of listeners (N = 2,700) from a variety of small, medium, and large designated market areas (N = 9) throughout the United States revealed the presence of parasocial relationships (PSRs) and experiences of parasocial interaction (EPSI) with local and nationally syndicated radio personalities. Both PSRs and EPSI predicted radio listening, positive perceptions about, recall of, and purchasing of the brands, products, and services recommended by listeners’ favorite radio personalities. Results also show that PSRs and EPSI predicted listeners’ involvement with social media platforms. 相似文献
6.
The current study explored the personality dimensions of brands on Social Networking Sites (SNSs) using a South Korean sample. Through a series of exploratory and confirmatory factor analyses, six dimensions (i.e. Openness, Conscientiousness, Agreeableness, Extraversion, Warmth, and Contentiousness) were yielded for brands with SNS presence. The data also produced six dimensions (i.e. Openness, Sincerity, Extraversion, Competence, Agreeableness, and Ruggedness) for brands without SNS presence. The results show that brands with which consumers interact on SNSs have more human-like personalities than brands absent from SNSs, and the personality dimensions affected brand affect and trust to varying degrees. 相似文献
7.
传媒品牌形象塑造与传播策略探析 总被引：2，自引：0，他引：2
本文从传媒CIS识别系统的建立、传垛品牌个性和品质塑造三个方面探讨传媒品牌形象的构建,并从广告宣传、公共关系和活动推广等方面分析了传媒品牌传播的主要策略. 相似文献
8.
Stepping beyond traditional mass communication and political communication frameworks, this study utilizes the integrated behavioral model to predict traditional broadcast and print news media exposure. Specific focus is given to experiential (Is politics interesting?) and instrumental (Is politics important?) attitudes. A secondary analysis is performed on 2010–2014 World Values Survey data (N = 6,961) consisting of representative samples collected from the United States, Germany, Australia, and Sweden. Interest is a statistically significant predictor of both types of news media exposure, but importance and Interest × Importance are statistically significant for broadcast only. The positive predictive value of political interest for broadcast is isolated to only those individuals who perceive politics to be of low personal importance. Discussion focuses on task difficulty when comparing broadcast and print news media exposure and the theoretical implications of the study’s findings. In addition, a research agenda based on the integrated behavioral model is proposed for the study of news media engagement. 相似文献
9.
Arthur A. Raney Sophie H. Janicke Mary Beth Oliver Katherine R. Dale Robert P. Jones Daniel Cox 《Mass Communication and Society》2018,21(3):296-319
This article reports the findings from a national survey of self-transcendent (or inspiring) media audience members in the United States. Exposure to self-transcendent content is socially significant because, theoretically, it can orient users toward matters beyond themselves, ultimately promoting connections with others and altruistic behaviors. However, to date, little is known about the daily audiences for such fare. Four primary questions guided the investigation: (a) What are the media sources and contents identified as “inspiring” by the audience? (b) Who makes up the current U.S. audience for self-transcendent media content? (c) What personality traits and viewer characteristics are associated with self-transcendent media consumption? and (d) What prosocial and altruistic behaviors are associated with self-transcendent media consumption? To address these questions, a nationally representative survey (n = 3,006) was conducted. The findings are discussed in relation to the growing body of scholarship on positive media psychology. 相似文献
10.
This study explores Facebook users’ management behaviors related to their—and their friends'—political communication via social media, utilizing the concepts of context collapse and self-presentation. A new two-factor measure of Facebook management was developed, pilot tested (N = 139) and implemented in a survey utilizing a national sample (N = 352) of individuals aged 18–29. Results indicated Facebook users are not generally engaging in the strategic management of political disclosures or the political content to which they are exposed. However, as network sizes increase, participants engage in more disclosure behaviors and make greater efforts to manage content exposure. Additionally, participants with strong political beliefs engage in more Facebook management behaviors, possibly indicating an effort to limit cognitive dissonance. 相似文献
11.
Stacey J. T. Hust Ming Lei Chunbo Ren Hua Chang Anna L. McNab Emily G. Marett 《Mass Communication and Society》2013,16(6):762-786
An online survey was fielded to freshmen living in residence halls at a northwestern university in the United States. Structural equation modeling was used to investigate the structure of relationships among exposure to mainstream sports media, rape myth acceptance, and intentions to intervene in sexual assault situations while controlling for gender traits. Given that prior research suggests men and women differ in their beliefs about sexual assault, analyses were performed on male (n = 111) and female (n = 241) respondents separately. Among women, exposure to sports media was positively associated with rape myth acceptance, which in turn was negatively associated with intentions to intervene in sexual assault situations. Among men, consuming sports media was negatively associated with intentions to intervene in a sexual assault. The findings suggest that exposure to some sports media may be negatively associated to individuals' intentions to intervene in a sexual assault. 相似文献
12.
《Journal of Media Economics》2013,26(4):309-320
Brand equity theory asserts that the most powerful and enduring consumer-based brand associations are those that deal with intangible or abstract characteristics of a product rather than its functional or utilitarian attributes. In addition, strong brands evoke from consumers associations that are differentiated readily from direct competitors. This study explores the feasibility of using a free association methodology to capture and differentiate systematically abstract media brand associations. Using 3 24-hr cable news networks as an exploratory case study, the findings were encouraging, prompting the recommendation that such a technique can be a useful diagnostic tool for evaluating 1 aspect of media brand equity. 相似文献
13.
This study used a survey design (N = 168) to examine how parent and child demographics, parental media-use motives, parental subjective norms, and parental attitudes toward preschool media use (PMU) are all related to actual media exposure among children 6 months to 5 years in age. Results indicate that, in accordance with the theory of reasoned action, parents’ perceived subjective norms regarding various categories of media were significantly related to actual child consumption. Further, positive attitudes toward media were significantly related to higher rates of child consumption. Interestingly, parental worries about media were only negatively related to television consumption and unrelated to child exposure to other kinds of media. 相似文献
14.
本文采用了品牌生命体(Brand Life Activity)的概念来分析和描述媒体品牌在受众心理空间的活动规律,把品牌的延伸看作品牌生命体在消费者心理空间的“繁殖,”消费者对品牌延伸的心理认知过程,在某种程度上可看作是一种在遗传与变异规律影响下的模式匹配过程。在此基础上文章进一步采用生物学中的遗传与变异规律及人工智能模式匹配理论来分析和论述品牌延伸的模型。 相似文献
15.
The present research developed a measure for exposure to both antisocial and prosocial media content by revising and extending a previous Content-based Media Exposure Scale (C-ME). The validity and reliability of the C-ME2 was tested in two independent samples (N = 678), among young adults (Study 1) and adolescents (Study 2). Results of Confirmatory Factor Analyses showed good fit, in both studies, for both antisocial and prosocial dimensions of media content, and for both males and females. Furthermore, the C-ME2 explains unique variance beyond previous measures of violent and general media exposure. Evidence is presented of reliability, discriminant and predictive validity of the C-ME2, measuring both frequency and exposure to specific content of media. The C-ME2 covers all media platforms, is easy to use in all research designs, and allows for standardization and systematic comparisons across studies. 相似文献
16.
In this article, we operationalize Communicatively Restricted Organizational Stress (CROS). CROS is a new variable previously conceptualized as a perceived inability to communicate about a particular stressor within an organizational context and operationalized as having two dimensions of prevalence and distress. The present investigation presents data from two studies (total N = 918) aimed at developing and validating a measure of CROS. In Study 1, we generated and tested a series of items intended to tap into the dual dimensions of CROS with currently employed organizational members (n = 373). In Study 2, we collected a second sample (n = 545) and confirmed the factor structure of the measure identified in Study 1. We present evidence of reliability, content validity, and construct validity. The final result is a two-dimensional measure of CROS we call the CROS-14. Our discussion includes information on implementation, scoring, and potential future applications of the CROS-14. 相似文献
17.
詹成大 《浙江传媒学院学报》2004,11(1):32-34
市场的变化,竞争的加剧,媒介日益重视自己的品牌和形象.本文从现代市场营销学的视角,提出了媒介品牌是一种资产的新观点,并对其增值进行了探析.主要包括:一、品牌是媒介的资产:二、品牌运营是使媒介品牌增值的活动过程;三、品牌增值是媒介各环节联动、各部门整合的动态过程. 相似文献
18.
Chang Won Jung 《The Communication Review》2019,22(2):139-161
This study examines how the issue of game regulation has been discussed and influenced public perception by exploring ideologically differing media outlets’ distinct uses of frames by analyzing news contents (N = 1,217) and public opinion survey of the national sample of Korean gamers (N = 1,362), who play games currently. The analyses include the influence of media on attitudes toward game regulation, perception of games, and frame adoption, based on the results of news content analysis. The study found that (a) mainstream media was ambivalent about game issues and tended to define gaming and gamers in sensationalistic ways; (b) while the dynamics of media effects on public attitudes toward game regulation are complex, exposure to game-related news content significantly impacted public attitudes; mass media that highlight the negative aspects of games have strong impacts on public perception toward games, which may ultimately affect attitudes toward game regulation. 相似文献
19.
During the years of Ba'athist dictator Saddam Hussein, media personnel were under tight control and tortured or executed when they strayed from the government line. In the decade following the fall of the Ba'athist regime, thousands of Iraqi journalists were trained in liberal democratic professional norms, and hundreds of news outlets opened even as some of the old patronage practices and violence continued. This study utilized Shoemaker and Reese's hierarchy of influences model to examine factors influencing a proxy indicator for professional ethics, the value of conflict of interest avoidance among a purposive sample of Iraqi journalists (N = 588). We found that the news media routines and ideological levels, though not strong, had the greatest influences on this conflict of interest avoidance perception criterion indicator, the proxy for professional ethics. The findings suggest a tension between liberal democratic journalism training at the routines level and ideological aspects, in some cases, such as ethnic identity and political ideology. Strong influences on perceptions of conflict of interest avoidance were the type of media platform/Western journalism training, Arab ethnicity over Kurdish ethnicity, ideology of “democrat” over Kurdish nationalist or Islamist. No influence was apparent for Internet use frequency or state versus nonstate media. 相似文献
20.
Much research has been published on cellular phone only households and the challenges posed by cellular phones to traditional survey methodologies that attempt to generate representative samples using only landline telecommunications. This study reports analyses comparing two separate survey strata (N landline = 152, N cellular = 153) collected simultaneously and nested within a single-frame survey of a state in the American Midwest for differences in demographics, political orientations, individual differences, and a variety of political media consumption variables. Focus is also given to differences among audience variables that predict various forms of political media use across the two survey strata. 相似文献