The Influence of Network Branding on Audience Affinity for Network Television

The ongoing proliferation of programming sources greatly diversifies network-viewing choice and may present a basis for viewer confusion in markets where stations switched affiliation.

The Influence of Network Branding on Audience Affinity for Network Television

Carolyn A. Lyn David J. AtkinandRobert AbelmanCleveland State University

With today's multimedia environment, we see an unprecedented array of new channels - such as cable and...

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