Abstract
As one of the public service units, TV stations tried to make market-oriented reforms by developing brand TV programs to compete with others. The principal focus of our study was to find out the symbolic brand effect of self-congruity and brand personality on audience attitudes, brand loyalty, audience satisfaction, and program preference for TV programs in China. Results indicated that (a) the congruity of audience's self-concept and typical audience image had a positive influence on audience watching mentality; (b) a positive brand personality could result in favorable program evaluation; (c) preference for the host played a moderating role on brand personality effects.
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