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20 years of research on media brands and media branding


Krebs, Isabelle; Siegert, Gabriele (2015). 20 years of research on media brands and media branding. In: Siegert, Gabriele; Förster, Kati; Chan-Olmsted, Sylvia; Ots, Mart. Handbook of Media Branding. Berlin: Springer, 33-47.

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.

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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Additional indexing

Item Type:Book Section, refereed, original work
Communities & Collections:06 Faculty of Arts > Department of Communication and Media Research
Dewey Decimal Classification:070 News media, journalism & publishing
Scopus Subject Areas:Social Sciences & Humanities > General Economics, Econometrics and Finance
Social Sciences & Humanities > General Business, Management and Accounting
Social Sciences & Humanities > General Arts and Humanities
Social Sciences & Humanities > General Social Sciences
Uncontrolled Keywords:media brands, media branding, brand management, brand strategy, brand perception, brand image, brand equity, literature review, meta-analysis
Language:English
Date:2015
Deposited On:16 Sep 2015 13:49
Last Modified:09 May 2024 03:44
Publisher:Springer
ISBN:978-3-319-18235-3
OA Status:Closed
Publisher DOI:https://doi.org/10.1007/978-3-319-18236-0_3
Related URLs:http://www.springer.com/us/book/9783319182353#aboutAuthors (Publisher)
Other Identification Number:Online ISBN: 978-3-319-18236-0