国外电视品牌资产研究述评
5081 
605
外国经济与管理 2009 年 第 31 卷第 10 期, 页码：33 - 40
摘要
参考文献
摘要
电视品牌是目前学术界普遍关注的一个前沿问题。电视产业的品牌管理还只停留在战术应用的水平上,而国内的相关研究则是刚刚起步。为此,本文对国外电视品牌的相关研究进行了梳理,探讨了电视品牌资产的内涵、测量和培育方法等方面的问题,在此基础上指出了现有研究的不足,并对未来研究进行了展望,以期为国内电视品牌研究提供些许启示。
[1]Gordon,W.Accessing the brand through research[A].in D Cowley(Eds.).Understanding brand[C].London:Kogan Page Limited,1991:31-56.
[2]Chan-Olmsted,S M,and Kim,Y.Perceptions of branding among television station managers:An exploratory analysis[J].Journal ofBroadcasting&Electronic Media,2001,45(1):75-91.
[3]Drinkwater,Peter,and Uncles,Mark.The impact of program brands on consumer evaluations of television and radio broadcasterbrands[J].Journal of Product&Brand Management,2007,16(3):178-187.
[4]Bellamy,R V,and Traudt,P J.Television branding as promotion[A].In Susan Tyler Eastman(Eds.).Research in media promotion[C].Lawrence Erlbaum Assoc Inc,2000:127-159.
[5]Keller,K L.Strategic brand management:Building,measuring,and managing brand equity[M].Upper Saddle River,NJ:Prentice Hall,1998.
[6]Aaker,D A.Building strong brands[M].New York:Free Press,1996.
[7]Fournier,S.Consumers and their brands:Developing relationships theory in consumer research[J].Journal of Consumer Research,1998,24(4):343-373.
[8]McDowell,Walter,and Batten,Alan.Branding TV:Principles and practices[M].Oxford:Elsevier,2005.
[9]Buchman,J G.Commercial radio promotion[A].In S T Eastman,D A Ferguson and R A Klein(Eds.).Promotion and marketing forbroadcasting,cable and the web[C].Boston:Focal Press,2002:55-78.
[10]Louisa,Ha,and Chan-Olmsted,S M.Enhanced TV as brand extension:TV viewers’perception of enhanced TV features and TVcommerce on broadcast networks’web sites[J].The International Journal on Media Management,2001,3(4):202-212.
[11]Louisa,Ha,and Chan-Olmsted,S M.Cross-media use in electronic media:The role of cable television web sites in cable television net-work branding and viewership[J].Journal of Broadcasting&Electronic Media,2004,48(4):620-645.
[12]Ries,A,and Trout,J.Positioning:The battle for your mind[M].New York:Warner Books,1993.
[13]Pierson,David P.“Hey,they’re just like us!”Representations of the animal world in the Discovery channel’s nature programming[J].The Journal of Popular Culture,2005,38(4):698-712.
[14]Goodhardt,G J,and Ehrenberg,A S C.Duplication of television viewing between and within channels[J].Journal of MarketingResearch,1969,6(5):169-178.
[15]Lin,Carolyn A.Modeling the gratification seeking process of television viewing[J].Human Communication Research,1993,20(2):251-271.
[16]Perse,E M,and Rubin,A M.Audience activity and satisfaction with favorite soap opera[J].Journalism Quarterly,1988,65(2):368-375.
[17]Chan-Olmsted,S M,and Park,J.From on-air to online world:Examining the content and structures of broadcast television stations’web sites[J].Journalism&Mass Communication Quarterly,2000,77(2):321-340.
[18]Louisa,Ha,and E Lincoln,James.Interactivity reexamined:A baseline analysis of early business web sites[J].Journal of Broadcastingand Electronic Media,1988,42(4):457-474.
[19]Abercrombie,N,and Longhurst,B.Audiences:A sociological theory of performance and imagination[M].London:Sage,1998.
[2]Chan-Olmsted,S M,and Kim,Y.Perceptions of branding among television station managers:An exploratory analysis[J].Journal ofBroadcasting&Electronic Media,2001,45(1):75-91.
[3]Drinkwater,Peter,and Uncles,Mark.The impact of program brands on consumer evaluations of television and radio broadcasterbrands[J].Journal of Product&Brand Management,2007,16(3):178-187.
[4]Bellamy,R V,and Traudt,P J.Television branding as promotion[A].In Susan Tyler Eastman(Eds.).Research in media promotion[C].Lawrence Erlbaum Assoc Inc,2000:127-159.
[5]Keller,K L.Strategic brand management:Building,measuring,and managing brand equity[M].Upper Saddle River,NJ:Prentice Hall,1998.
[6]Aaker,D A.Building strong brands[M].New York:Free Press,1996.
[7]Fournier,S.Consumers and their brands:Developing relationships theory in consumer research[J].Journal of Consumer Research,1998,24(4):343-373.
[8]McDowell,Walter,and Batten,Alan.Branding TV:Principles and practices[M].Oxford:Elsevier,2005.
[9]Buchman,J G.Commercial radio promotion[A].In S T Eastman,D A Ferguson and R A Klein(Eds.).Promotion and marketing forbroadcasting,cable and the web[C].Boston:Focal Press,2002:55-78.
[10]Louisa,Ha,and Chan-Olmsted,S M.Enhanced TV as brand extension:TV viewers’perception of enhanced TV features and TVcommerce on broadcast networks’web sites[J].The International Journal on Media Management,2001,3(4):202-212.
[11]Louisa,Ha,and Chan-Olmsted,S M.Cross-media use in electronic media:The role of cable television web sites in cable television net-work branding and viewership[J].Journal of Broadcasting&Electronic Media,2004,48(4):620-645.
[12]Ries,A,and Trout,J.Positioning:The battle for your mind[M].New York:Warner Books,1993.
[13]Pierson,David P.“Hey,they’re just like us!”Representations of the animal world in the Discovery channel’s nature programming[J].The Journal of Popular Culture,2005,38(4):698-712.
[14]Goodhardt,G J,and Ehrenberg,A S C.Duplication of television viewing between and within channels[J].Journal of MarketingResearch,1969,6(5):169-178.
[15]Lin,Carolyn A.Modeling the gratification seeking process of television viewing[J].Human Communication Research,1993,20(2):251-271.
[16]Perse,E M,and Rubin,A M.Audience activity and satisfaction with favorite soap opera[J].Journalism Quarterly,1988,65(2):368-375.
[17]Chan-Olmsted,S M,and Park,J.From on-air to online world:Examining the content and structures of broadcast television stations’web sites[J].Journalism&Mass Communication Quarterly,2000,77(2):321-340.
[18]Louisa,Ha,and E Lincoln,James.Interactivity reexamined:A baseline analysis of early business web sites[J].Journal of Broadcastingand Electronic Media,1988,42(4):457-474.
[19]Abercrombie,N,and Longhurst,B.Audiences:A sociological theory of performance and imagination[M].London:Sage,1998.
引用本文
王新新, 赵军. 国外电视品牌资产研究述评[J]. 外国经济与管理, 2009, 31(10): 33–40.
导出参考文献，格式为：
下一篇：能力营销研究前沿探析与未来展望
