品牌权益视角下电视节目品牌与节目忠诚度关联研究——基于湖南卫视王牌综艺娱乐类节目的个案研究

A Study on the Association of TV Variety Show Brand and Program Loyalty from Brand Equity Perspective: A Case Study on Top Variety Entertainment Programs of HUNAN Satellite TV

在过往关于电视综艺节目品牌的研究中,常将其中两大独立品牌(节目、主持人)割裂开来审视,忽视了两者共属于同一品牌空间的内在联系。从品牌权益理论出发,初步构建出一套适用于节目品牌与主持人品牌之品牌权益的测量评估模型。以湖南卫视王牌综艺娱乐类节目为案例,通过问卷调查法(N=450)探讨了电视综艺节目品牌及其主持人品牌间的关联。研究发现,电视综艺节目品牌权益和主持人品牌权益不仅能分别作用于节目忠诚度,且二者间借由"品牌合作"策略形成品牌综效。另外,主持人吸引力、节目品牌知觉、节目品牌形象以及主持人自主性等要素对创造节目忠诚度起到至关重要的作用。

The former study of TV variety show brand was often been split into two independent categories, ignoring the intrinsic relationship that they could basically be integrated into the same brand space. Based on the theory of brand equi- ty, this paper initially constructs a set of measurements and evaluation models in the area of brand equity, which could be applied for that of the program and the host. Plus, it raises the ace variety entertainment programs of Hunan satellite TV as a case and explores what correlation lies between the brand of TV variety shows and their hosts through the question- naire survey （ N = 450）. The study found out that not only the brand of TV variety shows and hosts would have positive effects on audience loyalty respectively, but also the promoted and comprehensive brand performance could be built up via ＂brand cooperation＂ strategy. In addition, the appeal of the host, perceived quality of program brand, the brand im- age of program and the autonomy of hosts will play a crucial role in the creation of program loyalty as well.