IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i23p16138-d992118.html
   My bibliography  Save this article

Factors Affecting the Sustained Market Position of TV Channels: Insights from Audience Preferences

Author

Listed:
  • Asım Dinler

    (Department of Business Administration, Faculty of Economics & Administrative Sciences, Cyprus International University, 99258 Lefkoşa, North Cyprus, Turkey)

  • Tarık Atan

    (Department of Business Administration, Faculty of Economics & Administrative Sciences, Cyprus International University, 99258 Lefkoşa, North Cyprus, Turkey)

  • Aysen Berberoglu

    (Faculty of Business Administration, University of Mediterranean Karpasia, 99010 Lefkoşa, North Cyprus, Turkey)

Abstract

Presently, in a rapidly changing environment, television (TV) channels—such as other profit-seeking institutions—should strive to gain a competitive advantage over their competitors to save their market shares and sustain themselves in the sector. This especially applies to local TV channels, which not only compete with other local TV channels, but also compete with international and online platforms at the same time. In North Cyprus, where the TV sector is very small and limited, TV channel owners try to generate profit out of a very small market. In this situation, it is important for them to create a good brand image in the minds of the audience, as well as good program quality, their end goal being to sustainably gain the preference of the audience. It is also important for local TV channels to increase their viewing times, leading to the sustainable behavior of the viewers. The present study aims to evaluate the hypothesized relationship between TV channels’ image and audience preferences, taking into account the mediation effect of program quality and the moderator effect of viewing frequencies. The scope of the study encompassed people living in North Cyprus who watch local TV channels, from whom a sample of 384 respondents was drawn. An online self-administered questionnaire was distributed in order to collect the data. The collected data were analyzed with the help of SPSS and AMOS 24. The results from the analysis showed that there was a positive relationship between the channel image and channel preferences of the audience, and that this relationship was mediated by TV program quality. On the other hand, viewing frequency was found to have no statistically significant moderation effect on the relationship between channel image and audience preferences.

Suggested Citation

  • Asım Dinler & Tarık Atan & Aysen Berberoglu, 2022. "Factors Affecting the Sustained Market Position of TV Channels: Insights from Audience Preferences," Sustainability, MDPI, vol. 14(23), pages 1-19, December.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:23:p:16138-:d:992118
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/23/16138/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/23/16138/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Matli, Cleopatra Moipone & Tlapana, Tshepo & Hawkins-Mofokeng, Raymond, 2021. "The influence of brand image on the selection and preference of universities of technology," EUREKA: Social and Humanities, Scientific Route OÜ, issue 6, pages 3-13.
    2. Hee-Kyung Koh & Regina Burnasheva & Yong Gu Suh, 2022. "Perceived ESG (Environmental, Social, Governance) and Consumers’ Responses: The Mediating Role of Brand Credibility, Brand Image, and Perceived Quality," Sustainability, MDPI, vol. 14(8), pages 1-15, April.
    3. Zhongfu Tan & Burhan Sadiq & Tayyeba Bashir & Hassan Mahmood & Yasir Rasool, 2022. "Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust," Sustainability, MDPI, vol. 14(10), pages 1-15, May.
    4. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
    5. Henrich R. Greve, 2009. "Bigger and safer: the diffusion of competitive advantage," Strategic Management Journal, Wiley Blackwell, vol. 30(1), pages 1-23, January.
    6. Sang-soo Kim & Woo-yeul Baek & Kevin K. Byon & Sung-bum Ju, 2021. "Creating Shared Value to Enhance Customer Loyalty: A Case of a Sporting Goods Company in Korean Athletic Shoe Market," Sustainability, MDPI, vol. 13(13), pages 1-11, June.
    7. Byoungsoo Kim, 2018. "The Role of Dedication-Based and Constraint-Based Mechanisms in Consumers’ Sustainable Outcomes in the Coffee Chain Industry," Sustainability, MDPI, vol. 10(8), pages 1-17, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Venkatesh Shankar & Pablo Azar & Matthew Fuller, 2008. "—: A Multicategory Brand Equity Model and Its Application at Allstate," Marketing Science, INFORMS, vol. 27(4), pages 567-584, 07-08.
    2. Kenan Arifoğlu & Christopher S. Tang, 2023. "Luxury brand licensing: Competition and reference group effects," Production and Operations Management, Production and Operations Management Society, vol. 32(10), pages 3227-3245, October.
    3. Kim, Sang-Joon & Bae, John & Oh, Hannah, 2019. "Financing strategically: The moderation effect of marketing activities on the bifurcated relationship between debt level and firm valuation of small and medium enterprises," The North American Journal of Economics and Finance, Elsevier, vol. 48(C), pages 663-681.
    4. Bae, John & Kim, Sang-Joon & Oh, Hannah, 2017. "Taming polysemous signals: The role of marketing intensity on the relationship between financial leverage and firm performance," Review of Financial Economics, Elsevier, vol. 33(C), pages 29-40.
    5. Cristina Moreira & Ana Côrte-Real & Paulo Lencastre, 2010. "The image of Agriculture in Portugal," Working Papers de Gestão (Management Working Papers) 04, Católica Porto Business School, Universidade Católica Portuguesa.
    6. Yoshida, Masayuki & James, Jeffrey D. & Cronin, J. Joseph, 2013. "Sport event innovativeness: Conceptualization, measurement, and its impact on consumer behavior," Sport Management Review, Elsevier, vol. 16(1), pages 68-84.
    7. Teresa Barros & Paula Rodrigues & Nelson Duarte & Xue-Feng Shao & F. V. Martins & H. Barandas-Karl & Xiao-Guang Yue, 2020. "The Impact of Brand Relationships on Corporate Brand Identity and Reputation—An Integrative Model," JRFM, MDPI, vol. 13(6), pages 1-21, June.
    8. Chikako Ishizuka & Kei Aoki, 2024. "Drivers of sustained brand engagement: cases of long-term customers of hedonic and utilitarian brands in Japan," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(4), pages 979-989, December.
    9. Yu Jin Chang & Jae Wook Yoo, 2023. "How Does the Degree of Competition in an Industry Affect a Company’s Environmental Management and Performance?," Sustainability, MDPI, vol. 15(9), pages 1-11, May.
    10. Dean Karlan & Adam Osman & Nour Shammout, 2021. "Increasing Financial Inclusion in the Muslim World: Evidence from an Islamic Finance Marketing Experiment," The World Bank Economic Review, World Bank, vol. 35(2), pages 376-397.
    11. Jie Bai, 2016. "Melons as Lemons: Asymmetric Information, Consumer Learning and Seller Reputation," Natural Field Experiments 00540, The Field Experiments Website.
    12. Ook Lee & Hanseon Joo & Hayoung Choi & Minjong Cheon, 2022. "Proposing an Integrated Approach to Analyzing ESG Data via Machine Learning and Deep Learning Algorithms," Sustainability, MDPI, vol. 14(14), pages 1-14, July.
    13. Stefan Buehler & Daniel Halbheer, 2011. "Selling when Brand Image Matters," Journal of Institutional and Theoretical Economics (JITE), Mohr Siebeck, Tübingen, vol. 167(1), pages 102-118, March.
    14. Gunjan Malhotra & Vimi Jham & Nidhi Sehgal, 2022. "Does Psychological Ownership Matter? Investigating Consumer Green Brand Relationships through the Lens of Anthropomorphism," Sustainability, MDPI, vol. 14(20), pages 1-15, October.
    15. Dirk Crass & Dirk Czarnitzki & Andrew A. Toole, 2019. "The Dynamic Relationship Between Investments in Brand Equity and Firm Profitability: Evidence Using Trademark Registrations," International Journal of the Economics of Business, Taylor & Francis Journals, vol. 26(1), pages 157-176, January.
    16. Samira Raki & Mahani Mohammad Abdu Shakur, 2018. "Brand Orientation in Small and Medium Enterprises (SMEs) from Malaysian Government Perspective," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(7), pages 377-391, July.
    17. Lang, Le Dang & Lim, Weng Marc & Guzmán, Francisco, 2022. "How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products," Journal of Business Research, Elsevier, vol. 141(C), pages 175-190.
    18. Xue, Chaokai & Jiang, Ping & Dang, Xinghua, 2019. "The dynamics of network communities and venture capital performance: Evidence from China," Finance Research Letters, Elsevier, vol. 28(C), pages 6-10.
    19. Anne Schmitz & Nieves Villaseñor-Román, 2018. "Do Brands Matter in Unlisted Firms? An Empirical Study of the Association between Brand Equity and Financial Performance," Administrative Sciences, MDPI, vol. 8(4), pages 1-12, October.
    20. Mohammad Shirazian & Imran Khan & Faraz Sadeghvaziri & Elham Ebrahimi, 2024. "Development and validation of a scale for measuring E-retail brand experience," Quality & Quantity: International Journal of Methodology, Springer, vol. 58(5), pages 4157-4180, October.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:23:p:16138-:d:992118. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.