Program Quality as a Determinant of Public Service Broadcasters’ Channel Brand Equity
0
조회
0
다운로드
5
인용
0
참고문헌
키워드
초록
This study tested a structural equation model that accounts for channel brand equity of a public service broadcaster with perceived program quality and time spent on watching programs in the channel. Within the model, the degree to which the audiences are satisfied by watching the channel functions as a mediator between channel brand equity and perceived program quality. The data gathered from the 2008 Quality Index for MBC were used to assess the model. The results confirmed the hypothesis model that perceived program quality, but not the time spent on watching programs, led to the increases in channel satisfaction which in turn predicted the brand equity of the public service broadcaster.
Abstract
This study tested a structural equation model that accounts for channel brand equity of a public service broadcaster with perceived program quality and time spent on watching programs in the channel. Within the model, the degree to which the audiences are satisfied by watching the channel functions as a mediator between channel brand equity and perceived program quality. The data gathered from the 2008 Quality Index for MBC were used to assess the model. The results confirmed the hypothesis model that perceived program quality, but not the time spent on watching programs, led to the increases in channel satisfaction which in turn predicted the brand equity of the public service broadcaster.
참고문헌 (53)
- Aaker, D. A., "Managing brand equity" (1991), Free Press
- Adams, W. J., "How people watch television as investigated using focus group techniques", Journal of Broadcasting and Electronic Media, 44(1), pp.78~93 (2000)
- Albers, R., "Quality in television from the perspective of the professional program maker: A Canadian view and suggested evaluation criteria", Studies of Broadcasting, 30, pp.49~86 (1994)
- Arbuckle, J. L., "AMOS – Analysis of moment structures", Psychometrika, 59(1), pp.135~137 (1994)
- Bellamy, R. V., "Television and the remote control: Grazing the vast wasteland" (1996), Guilford
- Bellamy, R. V., "Television branding as promotion, In Research in media promotion", pp.127~162 (2000), Lawrence Erlbaum
- Benter, P. M., "Practical issues in structural modeling", Sociological Methods & Research, 16(1), pp.78~117 (1987)
- Burgoon, J. K., "Predictors of newspaper readership", Journalism Quarterly, 57(4), pp.589~596 (1980)
- Blumler, J. G., "New roles for public television in Western Europe: Challenges and prospects", Journal of Communication, 42(1), pp.20~36 (1992)
- Born, G., "Uncertain vision: Birt, dyke and the reinvention of the BBC" (2005), Vintage
- Chan-Olmsted, S. M., "Media branding in a changing world: Challenges and opportunities 2.0", International Journal on Media Management, 13(1), pp.3~19 (2011)
- Chan-Olmsted, S. M., "Perceptions of branding among television station managers: An exploratory analysis", Journal of Broadcasting & Electronic Media, 45(1), pp.75~91 (2001)
- Chan-Olmsted, S. M., "The PBS brand versus cable brands: Assessing the brand equity of public television in a multi-channel environment", Journal of Broadcasting & Electronic Media, 46(2), pp.300~320 (2002)
- Chaudhuri, A., "Brand equity or double jeopardy?", Journal of Product & Brand Management, 4(1), pp.26~32 (1995)
- Cohen, J., "Television viewing preferences: Programs, schedules, and the structure of viewing choices made by Israeli adults", Journal of Broadcasting & Electronic Media, 46(2), pp.204~222 (2002)
- Dries, J., "The role of public service broadcasting in the information society", the meeting of the European Institute for the Media (1996)
- Drinkwater, P., "The impact of program brands on consumer evaluations of television and radio broadcaster brands", Journal of Product and Brand Management, 16(3), pp.178~187 (2007)
- Ferguson, D. A., "Media and audience influences on channel repertoire", Journal of Broadcasting & Electronic Media, 37(1), pp.31~47 (1993)
- Fletcher, W., "Viewers loyal to channels in spite of show zapping", Marketing, 23, pp.5~ (1998)
- Hong, J., "Public broadcasting and new global challenges: A comparative study of the world’s major public broadcasting services", Media & Practice, 4, pp.212~229 (2004)
- Fornell, C., "A national customer satisfaction barometer: The Swedish experience", Journal of Marketing, 56(1), pp.6~21 (1992)
- Goodhardt, G. J., "The television audience: Patterns of viewing" (1987), Gower
- Grainge, P., "Elvis sings for the BBC: Broadcast branding and digital media design", Media, Culture & Society, 32(1), pp.45~61 (2010)
- Greenberg, B. S., "Television quality from the audience perspective", Studies of Broadcasting, 28, pp.157~194 (1992)
- Guiltinan, J. P., "Marketing management: Strategies and programs" (1997), McGraw-Hill
- Hansemark, O. C., "Customer satisfaction and retention: The experiences of individual employees", Managing Service Quality, 14(1), pp.40~57 (2004)
- Heeter, C., "Cableviewing" (1988), Ablex
- Hoyer, W. D., "Consumer behavior" (2001), Houghton Mifflin Company
- Hoynes, W., "Branding public service: The “New PBS” and the privatization of public television", Television & New Media, 4(2), pp.117~130 (2003)
- Ishikawa, S., "The assessment of quality in broadcasting: Research in Japan, In Quality Assessment of Television" (1996), John Libbey Media
- Johnson, C., "Tele-branding in TVIII: The network as brand and the programme as brand", New Review of Film and Television Studies, 5(1), pp.5~24 (2007)
- Joreskog, K. G., "Lisrel 7: A guide to the program and applications" (1989), SPSS Inc
- Keller, K. L., "Conceptualizing, measuring, and managing customer-based brand equity", Journal of Marketing, 57(1), pp.1~22 (1993)
- Keller, K. L., "Strategic brand management: Building, measuring, and managing brand equity" (2003), Prentice Hall
- Kotler, P., "Marketing management" (2000), Prentice-Hall
- Leggatt, T., "Identifying the undefinable: An essay on approaches to assessing quality in television in UK, In Quality assessment of television", pp.73~88 (1996), John Libbey Media
- Lowe, G. F., "Respecting the PSB heritage in the PSM brand", The International Journal on Media Management, 13(1), pp.21~35 (2011)
- Nelson, P., "Information and consumer behavior", The Journal of Political Economy, 78(2), pp.311~329 (1970)
- Mcllroy, A., "Building customer relationships: Do discount cards work?", Managing Service Quality, 10(6), pp.347~355 (2000)
- Meijer, I. C., "Impact or content?: Ratings vs quality in public broadcasting", European Journal of Communication, 20(1), pp.27~53 (2005)
- Murray, S., "Brand loyalties: Rethinking content within global corporate media", Media, Culture & Society, 27(3), pp.415~435 (2005)
- Oyedeji, T. A., "The relation between the customer-based brand equity of media outlets and their media channel credibility: An exploratory study", International Journal on Media Management, 9(3), pp.116~125 (2007)
- Rosengren, K. E., "Quality in programming: Views from the north, In Quality assessment of television", pp.3~48 (1996), John Libbey Media
- Rubens, W. S., "A guide to TV ratings", Journal of Advertising Research, 18(1), pp.11~19 (1978)
- Shapiro, C., "Information rules: A strategic guide to the network economy" (1999), Harvard Business School Press
- 심미선, "방송수용자의 프로그램 품질에 대한 이해와 평가 초점집단토론(FGD)을 이용한 프로그램 품질평가 차원의 재구성", 한국방송학보, 17(2), pp.234~263 (2003), 한국방송학회
- Todreas, T. M., "Value creation and branding in television’s digital age" (1999), Quorum Books
- Walker, J. R., "Inheritance effects in the new media environment", Journal of Broadcasting & Electronic Media, 32(4), pp.391~401 (1988)
- Webster, J. G., "Beneath the veneer of fragmentation: Television audience polarization in a multichannel world", Journal of Communication, 55(2), pp.366~382 (2005)
- Weimann, G., "Zapping in the holy land: Coping with multi-channel TV in Israel", Journal of Communication, 45(1), pp.97~103 (1995)
- Wilde, L. L., "Information costs, duration of search and turnover: Theory and applications", Journal of Political Economy, 89(6), pp.1122~1141 (1981)
- Independent Broadcasting Authority, "Effects on perceptions from seeing a drama documentary: The case of who bombed Birmingham" (1990), John Libbey: Wober
- Yoo, B., "Developing and validating a multidimensional consumer-based brand equity scale", Journal of Business Research, 52(1), pp.1~14 (2001)
