Branding of free-to-air television stations: from customer-based to audiencebased brand equity / Zakaria Razalli

The concept of Customer Based Brand Equity (CBBE) was introduced in 1990's and since then there have been a few studies that apply the concept on television (TV) as media. Different characteristics of the business usually lead to different market structures at the industry level and in turn aff...

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Main Author:	Razalli, Zakaria
Format:	Thesis
Language:	English
Published:	2016
Online Access:	https://ir.uitm.edu.my/id/eprint/17849/1/TP_ZAKARIA%20RAZALLI%20MC%2016_5.pdf
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id	my-uitm-ir.17849
record_format	uketd_dc
spelling	my-uitm-ir.178492018-09-24T07:39:49Z Branding of free-to-air television stations: from customer-based to audiencebased brand equity / Zakaria Razalli 2016 Razalli, Zakaria The concept of Customer Based Brand Equity (CBBE) was introduced in 1990's and since then there have been a few studies that apply the concept on television (TV) as media. Different characteristics of the business usually lead to different market structures at the industry level and in turn affect strategic choices at the firm's level. Therefore, some scholars in the mass communication field pointed out of the need to study the applicability of brand equity constructs on broadcast television as a medium due to the unique nature of television as opposed to other products and services. This study seeks to examine comprehensively what drives brand equity in a TV media environment particularly for free-to-air TV channels and how it is operationalised among two key stakeholders, namely the channel management and the audience. The thesis has two parts. The qualitative part is essentially to find out how brand management is applied or implemented in relation to the uniqueness of television brands as opposed to normal products and services in building brand equity in Malaysia. The quantitative part is a survey among viewers to examine the interaction among antecedents and the formation of brand equity. A new term - Audience Based Brand Equity (ABBE) is coined to apply the concept of CBBE on media. The result of the qualitative study suggests that brand management of a TV station is more complicated than normal products and similarly the quantitative study also suggests that ABBE formation is different from CBBE formation. Conventional integrated marketing communications like advertising and public relations that are the thrust of brand management are found to be partial mediators for high brand equity station (TV3) but full mediators for lower brand equity station (ntv7). 2016 Thesis https://ir.uitm.edu.my/id/eprint/17849/ https://ir.uitm.edu.my/id/eprint/17849/1/TP_ZAKARIA%20RAZALLI%20MC%2016_5.pdf text en public phd doctoral Universiti Teknologi MARA Faculty of Communication and Media Studies
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
description	The concept of Customer Based Brand Equity (CBBE) was introduced in 1990's and since then there have been a few studies that apply the concept on television (TV) as media. Different characteristics of the business usually lead to different market structures at the industry level and in turn affect strategic choices at the firm's level. Therefore, some scholars in the mass communication field pointed out of the need to study the applicability of brand equity constructs on broadcast television as a medium due to the unique nature of television as opposed to other products and services. This study seeks to examine comprehensively what drives brand equity in a TV media environment particularly for free-to-air TV channels and how it is operationalised among two key stakeholders, namely the channel management and the audience. The thesis has two parts. The qualitative part is essentially to find out how brand management is applied or implemented in relation to the uniqueness of television brands as opposed to normal products and services in building brand equity in Malaysia. The quantitative part is a survey among viewers to examine the interaction among antecedents and the formation of brand equity. A new term - Audience Based Brand Equity (ABBE) is coined to apply the concept of CBBE on media. The result of the qualitative study suggests that brand management of a TV station is more complicated than normal products and similarly the quantitative study also suggests that ABBE formation is different from CBBE formation. Conventional integrated marketing communications like advertising and public relations that are the thrust of brand management are found to be partial mediators for high brand equity station (TV3) but full mediators for lower brand equity station (ntv7).
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Razalli, Zakaria
spellingShingle	Razalli, Zakaria Branding of free-to-air television stations: from customer-based to audiencebased brand equity / Zakaria Razalli
author_facet	Razalli, Zakaria
author_sort	Razalli, Zakaria
title	Branding of free-to-air television stations: from customer-based to audiencebased brand equity / Zakaria Razalli
title_short	Branding of free-to-air television stations: from customer-based to audiencebased brand equity / Zakaria Razalli
title_full	Branding of free-to-air television stations: from customer-based to audiencebased brand equity / Zakaria Razalli
title_fullStr	Branding of free-to-air television stations: from customer-based to audiencebased brand equity / Zakaria Razalli
title_full_unstemmed	Branding of free-to-air television stations: from customer-based to audiencebased brand equity / Zakaria Razalli
title_sort	branding of free-to-air television stations: from customer-based to audiencebased brand equity / zakaria razalli
granting_institution	Universiti Teknologi MARA
granting_department	Faculty of Communication and Media Studies
publishDate	2016
url	https://ir.uitm.edu.my/id/eprint/17849/1/TP_ZAKARIA%20RAZALLI%20MC%2016_5.pdf
_version_	1783733610140925952

Branding of free-to-air television stations: from customer-based to audiencebased brand equity / Zakaria Razalli

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