Exploring a Free Association Methodology to Capture and Differentiate Abstract Media Brand Associations: A Study of Three Cable News Networks
Brand equity theory asserts that the most powerful and enduring consumer-based brand associations are those that deal with intangible or abstract characteristics of a product rather than its functional or utilitarian attributes. In addition, strong brands evoke from consumers associations that are differentiated readily from direct competitors. This study explores the feasibility of using a free association methodology to capture and differentiate systematically abstract media brand associations. Using 3 24-hr cable news networks as an exploratory case study, the findings were encouraging, prompting the recommendation that such a technique can be a useful diagnostic tool for evaluating 1 aspect of media brand equity.
Volume (Year): 17 (2004)
Issue (Month): 4 ()
|Contact details of provider:|| Web page: http://www.tandfonline.com/HMEC20|
|Order Information:||Web: http://www.tandfonline.com/pricing/journal/HMEC20|
When requesting a correction, please mention this item's handle: RePEc:taf:jmedec:v:17:y:2004:i:4:p:309-320. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Michael McNulty)
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 references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link 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 profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.