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Success Factors of Cable Network Brand Extension: Focusing on the Parent Network, Composition, Fit, Consumer Characteristics, and Viewing Habits
Ist Teil von
Journal of broadcasting & electronic media, 2010-12, Vol.54 (4), p.641-656
Ort / Verlag
Philadelphia: Taylor & Francis Group
Erscheinungsjahr
2010
Link zum Volltext
Quelle
Taylor & Francis Journals Auto-Holdings Collection
Beschreibungen/Notizen
This study suggested a total of 7 hypotheses regarding variables affecting viewers' attitudes toward cable network brand extension. The regression analysis showed that 5 of the 7 hypotheses were accepted. Specifically, parent brand attitude, brand portfolio quality variance, the number perception of sub-brands, perceived fit, and innovativeness were found to significantly affect brand extension attitudes while parent brand familiarity and channel repertoire were shown not to be significant. Also, gender and income were found to affect brand extension attitude.