03787nam 22007095 450 991029848740332120200920131742.03-319-18236-610.1007/978-3-319-18236-0(CKB)3710000000463299(EBL)3568232(SSID)ssj0001546769(PQKBManifestationID)16141093(PQKBTitleCode)TC0001546769(PQKBWorkID)14795986(PQKB)11417419(DE-He213)978-3-319-18236-0(MiAaPQ)EBC3568232(PPN)188456791(EXLCZ)99371000000046329920150807d2015 u| 0engur|n|---|||||txtccrHandbook of Media Branding /edited by Gabriele Siegert, Kati Förster, Sylvia M. Chan-Olmsted, Mart Ots1st ed. 2015.Cham :Springer International Publishing :Imprint: Springer,2015.1 online resource (405 p.)Description based upon print version of record.3-319-18235-8 Includes bibliographical references at the end of each chapters and index.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.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.Industrial managementMarketingJournalismMass mediaCommunicationMedia Managementhttps://scigraph.springernature.com/ontologies/product-market-codes/513020Marketinghttps://scigraph.springernature.com/ontologies/product-market-codes/513000Journalismhttps://scigraph.springernature.com/ontologies/product-market-codes/X28010Media Sociologyhttps://scigraph.springernature.com/ontologies/product-market-codes/X22110Industrial management.Marketing.Journalism.Mass media.Communication.Media Management.Marketing.Journalism.Media Sociology.650Siegert Gabrieleedthttp://id.loc.gov/vocabulary/relators/edtFörster Katiedthttp://id.loc.gov/vocabulary/relators/edtChan-Olmsted Sylvia Medthttp://id.loc.gov/vocabulary/relators/edtOts Martedthttp://id.loc.gov/vocabulary/relators/edtBOOK9910298487403321Handbook of Media Branding2536071UNINA