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Titledeveloping brand personality scale for business media
LanguageEnglish
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Total Pages210
Table of Contents
                            Front Pages
Introduction
Literature Review
Research methodology
Results and Discussions
Conclusion
Bibliography
Annexures
	Given below are factors that we have identified as important to creation and strengthening of the personality of Business Media Brands. This survey seeks to establish degree of dependability on these factors individually and collectively towards the b...
	Thanking you in advance for your response. It will help me in my research and also create a scale for measuring Brand Personality of Business Media Brand.
	Demographics
	Age (in Years)
	Gender
	Time spent in consuming all media across all platforms (Newspaper, Internet, TV, Magazines, any other) in total per day (in hours)
	Time spent in consuming business media across all platforms (Newspaper, Internet, TV, Magazines, any other) in total per day (in hours)
	Your city of residence
	Professional background (in terms of industry associated with) or a fresher
	Years of Work Experience
	Last Academic Degree (can include the ongoing degree also)
                        
Document Text Contents
Page 1

DEVELOPING BRAND PERSONALITY SCALE

FOR BUSINESS MEDIA



Thesis submitted to

PONDICHERRY UNIVERSITY

for the award of the Degree of

DOCTOR OF PHILOSOPHY

IN

MANAGEMENT


by

ABHISHEK KUMAR

(Reg. No. : 860)




Under the supervision of

DR. R. VENKATESAKUMAR
ASSOCIATE PROFESSOR






DEPARTMENT OF MANAGEMENT STUDIES
SCHOOL OF MANAGEMENT
PONDICHERRY UNIVERSITY
PUDUCHERRY – 605014. INDIA


SEPTEMBER - 2015

Page 2

ABHISHEK KUMAR
Ph. D. Research Scholar
Department of Management Studies
School of Management
Pondicherry University
Puducherry – 605 014



DECLARATION

I, ABHISHEK KUMAR, hereby declare that the thesis titled

“Developing Brand Personality Scale for Business Media”, submitted to

Pondicherry University in fulfillment of the degree of DOCTOR OF

PHILOSOPHY in MANAGEMENT, is a record of original research work

done by me during the period 2011-2015 under the guidance and supervision of

Dr. R.VENKATESAKUMAR, Associate Professor, Department of Management

Studies, School of Management, Pondicherry University.

I further declare that the thesis has not previously formed the basis for the

award of any Degree/ Diploma/ Associateship/ Fellowship or any other similar

title.







Place: Puducherry

Date: ABHISHEK KUMAR



















ii

Page 105

Table 30. Personality Items (85) obtained from Students of Business Management

S.No Personality Items for Business Media S.No
Personality Items for Business

Media

1 Relevance in terms of time and topic 44
More Promotions through
advertisements etc

2 Delivery on Time 45 Line spacing and colour

3 Business Language 46 Improves Business Knowledge and Communication

4 illustrations/comic strips for better understanding 47 Advertisement and Editorial Ratio

5 Credibility of the authors/editors/anchors 48 crosswords

6 Variety and multiplicity of Perspectives 49 Interactions with portfolio managers

7 Availability and Distribution 50 Provides financial and economic history

8 Political affiliation and Ideology 51
More information of business
strategies

9 Importance given to Big Picture 52 Coverage of Business Events

10 Feedback from readers 53
Ratio between
National/International business
news and interrelatedness

11 Market forecast 54 Analysis of data/issues/views
12 Creative advertisements 55 Act as quick reference guide

13 Encouraging readers to contribute to the magazine 56 Varacity of information

14 Appearance 57 Mobile Applications
15 Catchy tag/head lines 58 Instituting Awards/ Prizes

16 Advertisement of High-End products 59 Coverage of Rural Markets

17 Number of years since it estalishment 60
Tie up with other related business
media platforms

18 Glossary of basic business terminologies 61 Absence of paid news/advertorials

19
separate sections for targeting
different segments/interest
groups

62 Repetition of the same news/views

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Page 106

20
Interveiws and articles of
eminent personalities,
economists, entrepreneurs

63 analysis of successful /failed companies

21 Letters to editors on various articles 64 Reporting of Latest innovation

22 Quizzes on current business scenario 65
Personality of the
anchor/editor/owner

23
Number of
subscribers/readers/viewers
including online

66
Direct Interviews with bankers/stock
market regulators to increase
knowledge.

24 Free Samples/subscriptions 67 Fairs/Exhibitions to improve the brand image.

25 Discounts on bulk subscription 68
cater to B-Schools students through
rankings etc for building future
loyalties

26 Presence and popularity on Social Networking Sites 69 Degree of Bias

27 Unique Logo 70 Investment advisory

28 Graphical representation of data 71 Brand Name

29 Gateway between firms, markets and investors 72 Jazzed up presentation

30 Reliable 73 Appeals to a few
31 Fame of the Magazine 74 Quality of presentation

32 Pointing out mistakes of the companies 75
Focuses on business and economics
related news

33 Transparency 76 Gives importance to business events
34 Grammar & language 77 Talks about corporates
35 Stock Price Listing 78 Does not reveal full truth

36 Easy to understand editorial 79 is available on all technology platforms
37 Relate the unrelated 80 History of the media house
38 Policy evaluation and criticism 81 Interesting and relevant supplements
39 Short Articles/programs 82 Age of business media in years
40 Use of Jargons 83 aid decision makers
41 created for professionals 84 Demands greater attention
42 Pink newspaper 85 Reports immediately

43 Appeal for students/academic institutions

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Page 209

As the graphs show that the dimensions of Business Line are scattered in the
space compared to the dimensions of The Economic Times that have clustered around a
smaller space indicating sharper brand positioning of The Economic Times. This
finding too conforms to the generally held perception of the two brands.

MANAGERIAL IMPLICATIONS AND CONCLUSION
The scale when tested with two business newspaper brands was able to
distinguish and differentiate between the two brands and at the same time asserted the
fact that they belong to the same product category. The distinguishing elements as
highlighted by the scale are in conformity with the general perception of the two
brands. This scale also offers enormous scope to brand managers in formulating their
marketing plan; by applying it to a brand, the highest contributing dimensions and
items that explain those dimensions can act as the pivot around which marketing plan
and campaigns may be built. The scale therefore can act as a tactical and strategic tool
for brand management, advertising & sales promotion, strategic interventions and
product innovation functions.


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Page 210

ANNEXURE - V

Brand Personality Scales for Media: A Story in the Making

Published in

The Business & Management Review, Volume 5 Number 1 June 2014

Abhishek Kumar
Bharathidasan Institute of Management, India

R Venkatesh Kumar
University of Pondicherry, India

Keywords
Brand Personality, Business Media, Media Brands, Personality Scale, Media

ABSTRACT
The human characteristics of brands have proven to be a significant factor in
effecting a relationship of a brand and the consumer and has impacted most success
factors of businesses that own these brands. Brand personality, as the concept is termed,
draws heavily, both content and sanction from the BIG FIVE dimensions of human
personality. Therefore every scale that proposes to measure brand personality refers to
Big Five as the starting point of its creation. This paper reviews the literature that
establishes criticality of brand personality for businesses especially media industry
since the emphasis laid on the products from this industry has been meagre at best and
non-existent at its worst in the scales created so far. The paper also argues the
effectiveness of micro vs macro approaches for measurements of brand personality.
Media vehicles connect businesses to people like no other industry does, people do not
connect to other products as they connect to media and therefore brand personality
assumes even greater importance as a large number of brands depend upon media
vehicles to create and strengthen their own brand personality. Media brands
consequently have begun to focus on exploring and understanding the relationship that
they enjoy with their audience and on how they are viewed by audience as a
personality. This is considered as an aid to give direction to their efforts towards
realizations of avowed business goals. Media industry has seen exponential growth in
terms of revenues, profits, number of vehicles and application of technology in recent
years. This paper reviews extant brand personality measurement scales for media
products and attempts to identify gaps in the industry that are left un-catered for.

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