Brand Personality of Top Five News Channels in Pakistan

Authors

  • Erum Hafeez
  • Aarrij Shamim
  • Asad Raza

DOI:

https://doi.org/10.46568/jmcd.v15i0.58

Abstract

 This research study investigates brand personality of top five news channels of Pakistan including Geo, ARY, Express, Bol and Samaa News in the age of media dark. It is quantitative in approach and adopted ‘Aaker’s Dimension of Personality Traits Model’ for investigation and analysis. The respondents, exclusively news viewers, are sampled and data is collected through a carefully designed questionnaire from 200 participants, aged between 18 and 60 years. The sampled respondents represent diverse socio-economic class ranging from A to E from the city of Karachi. An in-depth analysis is done to identify the perceived brand personality of the leading news channels of the country. Findings of the study indicate that there is a significant personality and brand image of each news channel with some unique and other common attributes recognized by the native news viewers during public survey. This research will enable concerned news channels to be aware of their brand image from audience perspective and revisit their programme and marketing strategies accordingly. Besides, understanding of channel’s persona will further assist them to identify and approach the appropriate potential and current advertisers for business with better insights about the unique personality traits of their channels.

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Published

2019-06-19

How to Cite

Hafeez, E., Shamim, A., & Raza, A. (2019). Brand Personality of Top Five News Channels in Pakistan . Journal of Mass Communication Department, Dept of Mass Communication, University of Karachi, 15. https://doi.org/10.46568/jmcd.v15i0.58