The brand building of foreign-owned television channels in the Japanese market

"The present study explores how media firms, which expand their business operations on a global basis and are adept in brand management, build their own television channel brands in the Japanese market, where multichannel video programming distribution services are gradually gaining acceptance. The rest of the paper is organized as follows. The next section reviews past literatures to organize and understand the basic concept of brand, discusses how it might be applicable to the context of television channels, and then present some research questions for the present study. The third section describes the methodology, focusing on the data collection and analysis methods used for the study. The forth section presents the results and findings of the research. Finally, the fifth section concludes the present study by proposing its implications, listing some limitations, and providing directions for future research." [Information des Anbieters]