media brand personality

In 2010, Kim, Baek and Martin published a News Media Brand Personality Scale focused specifically on measuring the personality of news media brands.1 The scale's five News Media Brand Personality Traits are:

  1. Sincerity: family-oriented, friendly and sentimental (e.g., PBS)
  2. Dynamism: trendy, lively and energetic (e.g., USA Today)
  3. Trustworthiness: smart, professional and intelligent (e.g., The Wall Street Journal)
  4. Sophistication: glamorous, good looking and charming (e.g., TIME)
  5. Toughness: tough, rugged and masculine (e.g., FOX News)

Although similar to the Big Five Brand Personality Traits, the five News Media Brand Personality Traits are designed to help for news media develop unique brand personalities in the crowded media marketplace.2 The News Media Brand Personality Scale provides a more scientific way to develop brand personality and can "help media companies fine-tune their images to survive the competition by better serving media audiences."3

References: [1]Kim, Baek & Martin, 2010 [2]J. Aaker, 1997; Kim, Baek & Martin, 2010 [3]Kim, Baek & Martin, 2010

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