Handbook of Media Branding

• Corporate Author: SpringerLink (Online service)
• Other Authors: Siegert, Gabriele (Editor), Förster, Kati (Editor), Chan-Olmsted, Sylvia M. (Editor), Ots, Mart (Editor)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2015.
• Subjects: Business.; Marketing.; Industrial management.; Mass media.; Communication.; Social sciences in mass media.; Journalism.; Business and Management.; Media Management.; Media Sociology.

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...

Table of Contents:

• Preface
• Part I: Media Branding: Locating an Emerging Research Area
• Part II: The Management Perspective: Media Brands as Management Task
• Part III: The Product Perspective: Media Brands as Branded Content
• Part IV: the Communication Perspective: Media Brands as Marketing Communication and Co-Creation
• Part V: The Consumer Perspective: Media Brands as an Audience Construct
• Part V: The Value Perspective: Media Brands Between Societal Expectations, Quality and Profit.