TITLE

CONSUMER--BASED BRAND EQUITY IN THE TELEVISION INDUSTRY: A STUDY OF A PRIVATE TV CHANNEL IN TURKEY

AUTHOR(S)
Eser, Zeliha; Pinar, Musa; Girard, Tulay; Isin, F. Bahar
PUB. DATE
January 2012
SOURCE
Academy of Marketing Studies Journal;Jan2012, Vol. 16 Issue 1, p67
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The study examines the consumer-based brand equity (CBBE) of a private TV channel, Kanal B, in Turkey. Specifically, it investigates 1) which of the brand equity aspects the viewers' perceive that Kanal B performs well; 2) how the programs the viewers like differ based on the viewers' demographic characteristics, and what demographic characteristics of the viewers influence their liking of the programs that Kanal B broadcasts, and 3) how the CBBE aspects that are perceived as being performed well by Kanal B differ based on the viewers' demographic characteristics. The study discusses the managerial implications of the CBBE findings in developing effective marketing and positioning strategies. Drawing from the literature, brand equity was measured with brand awareness, perceived quality, brand loyalty, brand image, brand association, and organizational association. An online questionnaire containing the above brand equity dimensions and several demographic and lifestyle questions were administered to Kanal B's viewers. This process produced a total of 411 usable surveys. The study presents the results of the CBBE survey and discusses the implications of the findings.
ACCESSION #
77924404

 

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