The Effects of Show Brand and Host Brand on Brand Equity: The Case of TV Variety Show
|關鍵字:||品牌權益;節目品牌;主持人品牌;綜藝類節目;brand equity;show brand;host brand;variety show|
In the era of new media, the boundary between each media platform is becoming blurred, and the content in between is highly interlinked. Under this context, the content providers of traditional TV must think out of the box, using the strategy of “branding” to reinforce their own competitive advantages. By doing so, it’s highly possible for them to strengthen their audience equity, so as to stand out among competitors in different platforms by their strong brands. As a consequence, the present study attempts to find out the critical factors that matter when a TV variety show wants to make the best use of the branding strategy. This study adopts the method of online survey, looking into the effects of show brand and host brand on the show’s brand loyalty, and further examining the interrelationship of co-branding between the two. The results show that the show brand and the host brand positively impact the formation of the show’s brand loyalty. Furthermore, the results indicate that a reciprocal effect between the show brand and the host brand is beneficial as well, because by branding together they can create synergistic benefits on brand loyalty. Finally, this study points out several managerial implications. The content providers of traditional TV strengthen individual show’s brand equity. At the meanwhile, they should regard human as their focal point, building a strong host brand in order to create niche for the show.