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Handbook of Media Branding

  • Gabriele Siegert
  • Kati Förster
  • Sylvia M. Chan-Olmsted
  • Mart Ots

Table of contents

  1. Front Matter
    Pages i-ix
  2. Gabriele Siegert, Kati Förster, Sylvia M. Chan-Olmsted, Mart Ots
    Pages 1-8
  3. Media Branding: Locating an Emerging Research Area

    1. Front Matter
      Pages 9-9
    2. Isabelle Krebs, Gabriele Siegert
      Pages 33-49
  4. The Management Perspective: Media Brands as Management Task

  5. The Product Perspective: Media Brands as Branded Content

  6. The Communication Perspective: Media Brands as Marketing Communication and Co-creation

  7. The Consumer Perspective: Media Brands as an Audience Construct

  8. The Value Perspective: Media Brands Between Societal Expectations, Quality and Profit

  9. Back Matter
    Pages 403-414

About this book

Introduction

​This comprehensive handbook critically addresses current issues and achievements in the field of media branding. By discussing media branding from different viewpoints, disciplines and research traditions, this book offers fresh perspectives and identifies areas of interest for further research. The authors highlight the peculiarities of this field and reveal links and commonalities with other areas of study within communication science. The chapters address different research areas, such as society-, content-, management-, audience- as well as advertising aspects of media brands. This handbook thus brings together contributions from different areas making it a valuable resource for researchers and experts from industry interested in media branding.

Keywords

Advertising Advertising Market Journalism Marketing Communication Media Brands Social Media Communication

Editors and affiliations

  • Gabriele Siegert
    • 1
  • Kati Förster
    • 2
  • Sylvia M. Chan-Olmsted
    • 3
  • Mart Ots
    • 4
  1. 1.IPMZ InstituteUniversity of ZurichZurichSwitzerland
  2. 2.Institute of JournalismUniversity of ViennaViennaAustria
  3. 3.College of Journalism and CommunicationUniversity of FloridaGainesvilleUSA
  4. 4.Transformation Center MMTC-Media ManagementJönköping International Business SchoolJönköpingSweden

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-319-18236-0
  • Copyright Information Springer International Publishing Switzerland 2015
  • Publisher Name Springer, Cham
  • eBook Packages Business and Economics
  • Print ISBN 978-3-319-18235-3
  • Online ISBN 978-3-319-18236-0
  • Buy this book on publisher's site
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