Brand equity theory asserts that the most powerful and enduring consumer-based brand associations are those that deal with intangible or abstract characteristics of a product rather than its functional or utilitarian attributes. In addition, strong brands evoke from consumers associations that...

The business of broadcasting is the selling of audiences to advertisers. In addition to cultivating popular program content, broadcasters know that proper scheduling can also be an important factor in attracting audiences. The implication is that programs acquire audiences by chance as well as...