Handbook of Media Branding
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ISBN-13:
9783319362489
Veröffentl:
2016
Einband:
Paperback
Erscheinungsdatum:
22.10.2016
Seiten:
428
Autor:
Gabriele Siegert
Gewicht:
645 g
Format:
235x155x24 mm
Sprache:
Englisch
Beschreibung:
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.
The first comprehensive handbook of media branding International
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.
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