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Demographic differences in perceptions of media brand personality: a multilevel analysis
International Journal on Media Management Pub Date : 2017-12-11 , DOI: 10.1080/14241277.2017.1410481
Danny Da Eun Kim 1
Affiliation  

ABSTRACT Empirical studies from a variety of fields suggest that perceptions of the same stimuli can vary across gender, race/ethnicity, political ideology, or other demographic dimensions. This may also be the case for perceptions of media brands, but no systematic examination of demographic differences in perceptions of media brand personality across multiple media formats has previously been undertaken, in spite of potential ramifications in the context of targeted brand advertising. The present study applies multilevel regression models to personality ratings of 100 TV show, movie, video game, pop music, and news outlet brands (N = 4,967), examining how individual-level demographic factors are associated with differing perceptions of brand personality across the dimensions of Aggression, Heroism, and Warmth. Significant ideology, gender, race/ethnicity, and familiarity effects are observed, with the results carrying relevance regarding the development of targeted and tailored messages to maximize brand-self congruence and associated effects on behavioral and attitudinal outcomes.

中文翻译:

媒体品牌个性认知的人口统计学差异:多层次分析

摘要 来自各个领域的实证研究表明,对相同刺激的看法可能因性别、种族/民族、政治意识形态或其他人口统计维度而异。对媒体品牌的认知也可能是这种情况,但之前没有对跨多种媒体格式的媒体品牌个性认知的人口统计学差异进行系统检查,尽管在有针对性的品牌广告背景下可能会产生影响。本研究将多级回归模型应用于 100 个电视节目、电影、视频游戏、流行音乐和新闻媒体品牌(N = 4,967)的个性评级,研究了个人层面的人口统计因素如何与整个品牌个性的不同看法相关联。侵略、英雄主义和温暖的维度。重要的意识形态、性别、
更新日期:2017-12-11
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