Abstract
Adopting the construct of “brand personality,” this article examines the perceived differences among various television news brands, investigates the distinction between cable and broadcast news brands, and explores the applicability of brand personality in this market. CNN was found to possess the most distinct, positive personality, whereas CBS news had the least differentiated brand personality. Fox News was seen as the most dynamic and conservative. Overall, broadcast network news was perceived to be more traditional and liberal than cable network news. Three modified dimensions—competence, timeliness, and dynamism—were found to represent the personality facets of the television news product.
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