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Can lend chapters, not whole ebooks
Title
Handbook of media branding [electronic resource] / Gabriele Siegert, Kati Förster, Sylvia M. Chan-Olmsted, Mart Ots, editors.
ISBN
9783319182360 electronic book
3319182366 electronic book
9783319182353
3319182358
Published
Cham : Springer, 2015.
Language
English
Description
1 online resource (ix, 414 pages) : illustrations
Item Number
10.1007/978-3-319-18236-0 doi
Call Number
HF5415.1255
Dewey Decimal Classification
658.8/27
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.
Note
Includes index.
Access Note
Access limited to authorized users.
Source of Description
Online resource; title from PDF title page (viewed August 20, 2015)
Available in Other Form
Print version: 9783319182353
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.
