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.
Krebs, Isabelle