How Dose Brand Affect the Media
论文作者:51lunwen论文属性:硕士毕业论文 thesis登出时间:2009-05-24编辑:fic点击率:4470
论文字数:11317论文编号:org200905242140071506语种:英语 English地区:英国价格:$ 132
关键词:China media marketbrand loyalty overviewmedia brandTheories overviewQuestionnaire designMultiple regressiontrust degree
ABSRACT
With the development of the
Media industry in China, brand becomes more and more important for the companies to win in the competition. With the appearance of the melamine event, the media brand in China is encountering trust crisis. In order to know well about the condition of the brand management in Chinese media companies, this paper will study the trust degree of media brand in China and the factors affect it.
Aaker (2005) has pointed out that brand loyalty is the core dimensions in brand equity. And trust is an important factor affecting brand loyalty. Many scholars have carried out the studies on the trust in the media, such as Doney and Cannon (2007). And the characteristics of media brand are very special. It has regional characteristic and its forming circle is short, which make the media companies need to consider the traditional concept, the way of life, and so on when they intend to establish the brand. That is to say that the brand should be adjusted according to the changes of the factors. Then the background of the audiences, such as gender, age, educational level, occupation, income and so on would play an important role in the trust of the brand. This would be also in agreement with the research result of Rogers which is mentioned above.
This
dissertation investigates the media brand in China from the perspective of the relationship between the brand and the audience. This study also tries to answer following questions: How do people trust the media in China? Whether there are differences in trusting the television, radio, newspapers, magazines and the Internet? What factors may influence to trust the media?
The main purpose of this paper is to study the confidence degree of media brand in China and the factors affect it by employing the questionnaire method which takes Nanjing as a representative city. According to the research result of Rogers, this paper focuses on the factors of the audiences’ background, such as job, income, education and so on. Because the citizen's trust in the media is relatively broad, this paper tries to mainly study the citizens’ trust degree to the political information disseminated by the media.
Chapter 1 Introduction
1.1 Background
1.2 China media market
1.3 Research Purpose
1.4 ..............................
Chapter 2 Literature review
2.1 Introduction
2.2 Researches on the brand loyalty overview
2.2.1.......................................
2.2.2 Concept of brand loyalty overview
2.2.3 The factors of brand loyalty overview
2.3 Characteristics of media brand
2.4 ..................................................
2.4.1 Researches on trust overview
2.4.2 Media trust overview
2.5 Summary
Chapter 3 Methodology
3.1 Introduction
3.2 .............................................
3.3Methodologies and theories
3.3.1 Theories overview
3.3.2 .......................................
3.3.3 Questionnaire method
3.4 Research design
3.4.1 Questionnaire design
3.4.2 Sample design
3.4.3 .....................................................
3.5 Methods of collecting and analysis data
3.6 Summary
Chapter 4 Implementation of methodology
4.1 Introduction
4.2 Descriptive statistic and analysis
4.3 Multiple regression analysis method
4.3.1 ......................................
4.3.2 Model building
4.4 Summery
Chapter 5 Results and Findings
5.1 Introduction
5.2 The trust degree of media in China
5.3 ...................................................
5.
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