Books+ Search Results
Handbook of Media Branding
Title
Handbook of Media Branding [electronic resource] / edited by Gabriele Siegert, Kati Förster, Sylvia M. Chan-Olmsted, Mart Ots.
ISBN
9783319182360
Publication
Cham : Springer International Publishing : Imprint: Springer, 2015.
Physical Description
IX, 414 p. 25 illus., 1 illus. in color : online resource.
Local Notes
Access is available to the Yale community.
Access and use
Access restricted by licensing agreement.
Summary
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.
Variant and related titles
Springer ebooks.
Other formats
Printed edition:
Format
Books / Online
Language
English
Added to Catalog
September 01, 2015
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.
Subjects
Also listed under
Bookmark As
Citation
