Abstract
This study explores the structure of news media brand personality across multiple media outlets including television network news, newspapers, and news magazines. Through a series of exploratory and confirmatory factor analysis procedures with an initial set of 229 personality traits that were reduced to the final set of forty-eight items, we found five brand personality dimensions that can be applicable to news media: Trustworthiness, Dynamism, Sincerity, Sophistication, and Toughness. Practical implications for media brand management are discussed.
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