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20 Years of Research on Media Brands and Media Branding

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Handbook of Media Branding

Abstract

The purpose of this paper is to investigate the research output on media brands and media branding over the past 20 years. A meta-analysis was conducted to detect publications and investigate the structure, the theoretical approaches, as well as utilized methods and analyses of research output published in German and English. Thus, a broad overview on the developing area of media branding within the field of media economics and management is provided. Overall the meta-analysis revealed a prevalence of empirical studies and on TV as the dominant medium investigated. Furthermore, management and strategy is shown to be the primary theoretical research focus.

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Notes

  1. 1.

    The articles in French are mostly authored by Rita Valette-Florence and Virginie de Barnier (2011). The articles in Spanish are mostly authored or co-authored by Christina González Oñate (e.g. González Oñate & Fanjul Peyró, 2009).

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Authors and Affiliations

  1. IPMZ Institute, University of Zurich, Zurich, Switzerland

    Isabelle Krebs & Gabriele Siegert

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  1. Isabelle Krebs
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  2. Gabriele Siegert
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Correspondence to Isabelle Krebs .

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Editors and Affiliations

  1. IPMZ Institute, University of Zurich, Zurich, Switzerland

    Gabriele Siegert

  2. Institute of Journalism, University of Vienna, Vienna, Austria

    Kati Förster

  3. College of Journalism and Communication, University of Florida, Gainesville, Florida, USA

    Sylvia M. Chan-Olmsted

  4. Transformation Center MMTC-Media Management, Jönköping International Business School, Jönköping, Sweden

    Mart Ots

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Krebs, I., Siegert, G. (2015). 20 Years of Research on Media Brands and Media Branding. In: Siegert, G., Förster, K., Chan-Olmsted, S., Ots, M. (eds) Handbook of Media Branding. Springer, Cham. https://doi.org/10.1007/978-3-319-18236-0_3

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