Conceptualizing and measuring the effects of brand equity on television program ratings performance [electronic resource] / Walter Schuyler McDowell.

McDowell, Walter Schuyler.
Bib ID
vtls001055131
出版項
Ann Arbor, Mich. : ProQuest Information and learning
稽核項
97 p.
電子版
附註項
數位化論文典藏聯盟
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$a McDowell, Walter Schuyler.
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$a Conceptualizing and measuring the effects of brand equity on television program ratings performance $h [electronic resource] / $c Walter Schuyler McDowell.
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$a Ann Arbor, Mich. : $b ProQuest Information and learning
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$a 97 p.
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$a Source: Dissertation Abstracts International, Volume: 59-09, Section: A, page: 3266.
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$a Chairperson: John C. Sutherland.
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$a Thesis (Ph.D.)--University of Florida, 1998.
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$a The purpose of this study was to explore the plausibility of applying brand equity theory to electronic media, particularly television programs. While the broadcasting and cable industries have embraced the jargon of brand management, there has been scant published research on the specifics of how conventional brand management theory can be applied to television program strategies and practices. Additionally, there has been little nonproprietary work on how to measure the influence of program brand equity on program ratings performance.
520
$a When examining program ratings performance, the powerful influence of lead-in programming (coined by media researchers as inheritance effects or tuning inertia) cannot be ignored. Synthesizing elements from several consumer-based brand equity theories, the investigator proposed that a program brand equity model focuses on the differential ratings response of a program to its direct competitors and to its lead-in programming. After establishing this framework, a number of hypotheses were tested within a case study format. The daily ratings performance of three 11:00 PM local newscasts in a major southeast television market were analyzed using one station as an equity benchmark.
520
$a Acknowledging the lack of external validity and the need for further testing across many markets and program genres, the results of this exploratory study were encouraging. With all hypotheses supported to some degree, the study concludes with several recommendations for a program equity research agenda for future work in the field.
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$a 數位化論文典藏聯盟 $b PQDT $c 真理大學(2001~2002)
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$a Business Administration, Marketing.
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$a Mass Communications.
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$a University of Florida.
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沒有評論
摘要
The purpose of this study was to explore the plausibility of applying brand equity theory to electronic media, particularly television programs. While the broadcasting and cable industries have embraced the jargon of brand management, there has been scant published research on the specifics of how conventional brand management theory can be applied to television program strategies and practices. Additionally, there has been little nonproprietary work on how to measure the influence of program brand equity on program ratings performance.
When examining program ratings performance, the powerful influence of lead-in programming (coined by media researchers as inheritance effects or tuning inertia) cannot be ignored. Synthesizing elements from several consumer-based brand equity theories, the investigator proposed that a program brand equity model focuses on the differential ratings response of a program to its direct competitors and to its lead-in programming. After establishing this framework, a number of hypotheses were tested within a case study format. The daily ratings performance of three 11:00 PM local newscasts in a major southeast television market were analyzed using one station as an equity benchmark.
Acknowledging the lack of external validity and the need for further testing across many markets and program genres, the results of this exploratory study were encouraging. With all hypotheses supported to some degree, the study concludes with several recommendations for a program equity research agenda for future work in the field.
附註
Source: Dissertation Abstracts International, Volume: 59-09, Section: A, page: 3266.
Chairperson: John C. Sutherland.
Thesis (Ph.D.)--University of Florida, 1998.
數位化論文典藏聯盟
合著者
ISBN/ISSN
9780599035843