บุคลิกภาพตราสินค้าของรายการข่าวทางโทรทัศน์

Abstract

This research piece was aimed to examine: (1) television news program brand personality, and (2) its antecedents and consequences, from a consumer perspective. Three free television station (i.e., Channels 3, 7, and Modern 9) were studied. Survey method was used to collect data from 503 Bangkok audiences, aged 25-49 years old. The results found significantly different personalities among the stations studied. While the timeliness personality was prominent for channels 3 and 7, the competence personality was distinctive for Modern 9 station. In term of antecedents motivation for watching television, media channel credibility, attitude towards news program, news quality, and perceived importance of news anchor were independent factors affecting the brand personality, For consequences, the competence, timeliness, dynamism, and seriousness dimensions of television news program brand personality had effects on audiences’ attitude towards television news program brand, television news program usage, television news program brand loyalty and engagement, and station reputation.