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EnglishThis chapter analyses the impact of digitalization on TV marketing strategies focusing on the role of brand as a loyalty-based resource, available to digital television networks to create a sustainable competitive advantage. We analyze the cognitive process adopted by a viewer in the selection process of a TV channel and provide managerial implications for branding strategy and the tools that a television network and an iTV portal need to adopt to communicate values connected with their brand. The goal of this analysis is to offer insights on how a digital television network may create a channel experience leveraging on brand to increase viewers' loyalty and competitive advantage.
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| Titolo: | Branding Strategies for Digital Tv Channels | |
| Data di pubblicazione: | 2011 | |
| Autori: | ||
| Autori: | Pagani, Margherita | |
| Titolo del libro: | Branding and Sustainable Competitive Advantage: Building Virtual Presence | |
| Tutti i curatori: | Avinash Kapoor, Chinmaya Kulshrestha | |
| ISBN: | 9781613501719 | |
| Abstract: | This chapter analyses the impact of digitalization on TV marketing strategies focusing on the role of brand as a loyalty-based resource, available to digital television networks to create a sustainable competitive advantage. We analyze the cognitive process adopted by a viewer in the selection process of a TV channel and provide managerial implications for branding strategy and the tools that a television network and an iTV portal need to adopt to communicate values connected with their brand. The goal of this analysis is to offer insights on how a digital television network may create a channel experience leveraging on brand to increase viewers' loyalty and competitive advantage. | |
| Digital Object Identifier (DOI): | http://dx.doi.org/10.4018/978-1-61350-171-9.ch005 | |
| Appare nelle tipologie: | 20 - Contributions to volume, chapters or articles / Contributo in volume, capitolo o saggio scientifico |
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