뉴스 프로그램 품질 평가의 채널 브랜드 자산과 채널 충성도에 미치는 영향에 관한 연구 = 〈KBS1 뉴스9〉과 〈MBC 뉴스데스크〉 비교를 중심으로

다국어 초록 (Multilingual Abstract)

The current research examined the influence of news programs on channel brand equity as well as channel brand loyalty. In the era of multi channel and multi media, branding of television channel has been considered as the survival strategy for broadcasting station. Based upon the channel brand equity model developed by previous research, the present study explored the relationships among audiences’ news program evaluation, channel brand equity, and channel brand loyalty. This study tested those relationships by using the data from QI(Quality Index) research of MBC foundation. The findings suggested that news program’s quality evaluation seemed to have positive effect on both channel brand equity and channel brand loyalty. That is, when the audience consider the quality of news program as high, they are more likely to develop positive channel brand equity as well as brand loyalty. Therefore, the prime time news program’s perceived quality is one of the important contributors of building strong brand equity and brand loyalty for terrestrial television networks.