채널 브랜드 개성유형과 영향요인에 관한 연구

다국어 초록 (Multilingual Abstract)

Currently, approximately 330 broadcasting companies such as program providers(PP), satellite broadcasting, and more including 3 terrestrial broadcasting companies, for example, KBS, MBC, and SBS, are competing in Korea.
The importance of broadcasting companies’ brand management is rising because the channel viewers pick in this era of multiple channels, and the broadcasting companies ask to be selected by viewers in this fierce market competition environment.
Following, this research is intended to examine the level of brand personality and to study the various components which influence the types of channel brand personalities by measuring the brand personalities of public and cable TV through the Brand Personality Scale(BPS) developed by Jennifer Aaker.
Additionally, this research seeks to empirically search what influences viewer's factors(channel participation degree, channel familiarity degree) and channel's factors of channel brands have on the personalities of channel brands.
Accordingly, this research is focusing on examining the relationship between the personality and the components of the channel brands.
To examine such relationships, a survey was conducted targeting 462 viewers after selecting total 8 channels-4 terrestrial broadcasting companies(KBS1, MBC, SBS, EBS) and 4 cable TV channels(YTN, OCN, MBC-ESPN, M.net).
As the result of analyzing the primary factors, 8 channels which represent terrestrial broadcasting and cable, the most strongly revealed 3 primary factors are called ‘dynamics’, ‘trust’, and ‘sentiment’ while the personality of terrestrial channels intensively bear the 3 personality levels. After all, it was known that the personality level of terrestrial channels was transferred to the personality levels of all 8 channels. On the other hand, cable channels show the form of fractionated factors compared to the terrestrial channels as 5 primary factors called passion, sincerity, sophistication, leading, and sentiment were presented remarkably. Also, in the regression analysis result, the level of channel participation or familiarity were analyzed for their affecting the factors, ‘dynamic’, ‘trust’, and ‘passion’, 'sincerity' which were extracted from individual channels. In other words, it became a good opportunity to confirm the fact that the viewer's factors of composing channel brands that play meaningful roles in forming the personality of a particular channel brand.
Moreover, the channel's factors of composing channel brands such as channel title, logo-symbol, theme songs, slogan, promotion, contents genre, program participants, and more act as factors affecting personality formation of particular brands for the viewers of all terrestrial channels without cable channels.
In conclusion, this research has its own distinction from other existing researches in that it studied whether the viewer's and channel's factors composing channel brands participate(intervene) in forming the personalities of channel brands.
This research was intended to give actual help to channel brand managements or broadcasting companies’ promotion strategy establishments in the future by understanding whether components of channel brands influence channel brand personalities.

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 문제제기 및 연구목적 = 1
• 1. 문제제기 = 1
• 2. 연구목적 = 3
• 제2장 이론적 배경 = 5
• 제1절 미디어 브랜드로서의 채널 = 5
• 1. 미디어 채널의 개념 및 유형 = 5
• 2. 미디어 브랜드의 도입과 사례 = 9
• 3. 채널브랜드 관리 및 미디어 이용형태 = 16
• 제2절 채널 브랜드에 관한 고찰 = 22
• 1. 브랜드 개성의 개념 = 22
• 2. 채널 브랜드 개성의 개념과 중요성 = 24
• 3. 브랜드 개성의 측정방법 = 29
• 4. 채널 브랜드 개성의 선행연구 = 31
• 제3절 채널 브랜드 개성형성의 영향요인 = 36
• 1. 시청자 요인 = 36
• 2. 채널 관련 요인 = 39
• 제3장 연구문제 및 연구방법 = 48
• 제1절 연구문제 및 연구모형 = 48
• 1. 연구문제 = 48
• 2. 연구모형 = 49
• 제2절 연구방법 = 51
• 1. 사전조사 = 51
• 2. 본 조사 = 58
• 제4장 연구결과 = 60
• 제1절 채널브랜드 개성유형 = 60
• 1. 기술 통계량 = 60
• 2. 채널 브랜드별 개성유형 = 65
• 제2절 채널브랜드 개성유형의 영향요인 = 73
• 1. 시청자 요인이 미치는 영향 = 73
• 2. 채널 관련 요인이 미치는 영향 = 75
• 3. 채널 브랜드 개성차원과 시청자, 채널 요인과의 관련성 = 82
• 제5장 연구결과 및 논의 = 85
• 제1절 연구결과 요약 = 85
• 제2절 연구논의 및 제언 = 89
• 참고문헌 = 94
• 부록 1. 사전조사 설문지 = 101
• 부록 2. 본조사 설문지 = 107
• ABSTRACT = 115