Brand personality typology for Media organizations (Case: Iranian TV channel and Persian satellite channels)

The Purpose of thise study is typology of media organizations' brand personality with a thematic analysis approach(Case study: Iranian TV channels and Persian language satellite TV channels) To reach Network of themes.

In order to answer the main research question, thematic analysis method was used. Three major themes have been identified with the titles of brand credibility, brand femininity-masculinity, brand modernity. The area of research has been all reputable databases such as Obsco, Emerald, Science Direct, Elsevier, ProQuest and articles related to the field of brand, brand personality and media organizations.

Based on the thematic analysis approach, an attempt was made to extract themes related to the brand personality of media organizations. Which after clustering, Merge and delete shared codes: 133 key themes, 8 integrating themes and 3 macro themes were obtained. Lincoln and Guba approaches were used to explain the validity of the study, which shows the acceptable validity of the results. Holsty method was used to evaluate the reliability, based on which the calculated reliability was 0.911 and higher than the standard value of 0.7.

The results were analyzed in the form of a network of themes and led to the development of the final research model.