期刊文献+

媒体品牌资产的驱动因素

下载PDF
导出
摘要 塑造媒体品牌资产的出发点在于确切地回答媒体品牌资产的来源到底是什么。本文在理解媒介经济不同于一般消费品经济的基础上,特别是针对媒体以传播为职能的行业特点及其具有公共性与公益性的特征,通过对已有相关理论与研究的全面梳理和分析,提出媒体品牌资产的驱动因素主要包括:1.媒体营销组合;2.媒体内容质量;3.媒体公信力。
作者 蓝燕玲
出处 《东南传播》 2012年第7期19-21,共3页 Southeast Communication
基金 厦门理工学院高层次人才科研项目(YSK10015R)阶段性成果
  • 引文网络
  • 相关文献

参考文献20

  • 1Keller, K. L. Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[J]. Journal of Marketing, 1993, 57 (1):1 - 22.
  • 2黄合水,蓝燕玲.媒体品牌资产的作用机制[J].厦门大学学报(哲学社会科学版),2010,60(2):66-71. 被引量:6
  • 3Aaker, D. A. Managing Brand Equity: Capitalizing on the Value of a Brand Name [M]. New York: Free Preis, 1991:11.
  • 4Yoo B, & Donthu, N. Developing and Validating a Multi- dimensional Consumer-based Brand Equity Scale [J]. Journal of Business Research, 2001 (52): 1 - 14.
  • 5Rhee, J. W., Kim, E. & Shim, M. Does Quality Matter in Television? --Pro~am Quality and Rating as Detemlinants of Television Channel Brand Equity [R]. Paper presented at the annual meeting of the International Communication Associa-tion,Sheraton New York, New York City, NY, 2009-02-05.
  • 6Oyedeji, T. A. The Relation Between the Customer-Based Brand Equity of Media Outlets and Their Media Channel Credibility: An Exploratory Study [J]. International Joum,-tl on Media Management, 2007, 9(3): 116 - 125.
  • 7Keller, K: L. & Lehmann, D. FZ. How Do Brands Create Value?[J]. Marketing Management, 2003(May/June): 26 - 31.
  • 8McDoweU, W., & Batten, A. Branding TV: Principles and Practices [M]. UK: Elsevier Inc, 2005:5.
  • 9施拉姆(W.Schramm),波特(W.E.Porter).传播学概论[M].陈亮,等,译.北京:新华出版社.1984:83.
  • 10喻国明.喻国明自选集--别无选择:一个传播学人的理论告白[M].上海:复旦大学出版社,2()04:163-165.

二级参考文献20

  • 1郑维东.从收视率传播到影响力传播[J].中国广告,2005(6):174-175. 被引量:1
  • 2刘凤军.基于社会责任的媒体品牌力[J].广告大观,2007(07S):49-51. 被引量:2
  • 3陈礼安.阅听人媒介评价在广告媒介企划过程中的考量与运用探析[J].广告学研究,2009,.
  • 4Keller,K.L."Conceptualizing,Measuring,and Managing Customer-Based rand Equity",Journal of Marketing,1993,57 (1),1-22.
  • 5Aaker,D A.Managing Brand Equity:Capitalizing on the Value of a brand name,New York:Free Press,1991.
  • 6Yoo B.& Donthu,N."Developing and Validating a Multidimensional Consumer-based Brand Equity Scale",Journal of Business Research,2001,52,1-14.
  • 7Rhee,J.W.,Kim,E.& Shim,M.Does Quality Matter in Television? Program Quality and Rating as Determinants of Television Channel Brand Equity,Paper presented at the annual meeting of the International Communication Association,Sheraton New York,New York City,NY,2009-02-05.
  • 8Oyedeji,T.A."The Relation Between the Customer-Based Brand Equity of Media Outlets and Their Media Channel Credibility:An Exploratory Study".International Journal on Media Management,2007,9(3),116-125.
  • 9Keller,K.L.& Lehmann,D.R."How Do Brands Create Value? "Marketing Management,2003,(May/ June):26-31.
  • 10McDowell,W.,& Batten,A.Branding TV:Principles and Practices,UK:Elsevier Inc.2005.

相关主题

;
使用帮助 返回顶部