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Abstract

Brand personality is a useful theoretical construct in media industry as the industry thrives on the stable and sticky relationship between the consumer and the brand. The construct may be leveraged meaningfully if it may be defined with greater precision in the media context. The extant brand personality scales are largely focused on news media, television media or print media. Large swaths of media are still uncovered, namely, sports, music and business. Business media has emerged as the second alternative to general entertainment media in terms of business and audience. This article attempts to understand the research effort so far in understanding brand personality scales in media industry, identifies a gap of non-existent scale for business-media industry and creates a brand personality scale for business media. The methodology adopted is a combination of quantitative and qualitative approach and 14 dimensions that constitute business-media brand personality scale are identified.

Keywords

Brand personality business media media brands personality scale

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A Curious Case of Business-media Brand Personality Scale

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