What Is So Special About Media Branding? Peculiarities and Commonalities of a Growing Research Area

Gabriele Siegert (), Kati Förster (), Sylvia M. Chan-Olmsted () and Mart Ots ()
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Gabriele Siegert: University of Zurich
Kati Förster: University of Vienna
Sylvia M. Chan-Olmsted: University of Florida
Mart Ots: Jönköping International Business School, Transformation Center, MMTC-Media Management

A chapter in Handbook of Media Branding, 2015, pp 1-8 from Springer

Abstract: Abstract The view of media products as brands, a genuine economic construct driven by commercial interests, has gained relevance in media economic research. It is demonstrated by a rising number of publications in this field. Therein the efforts to define the term media brand seem to be an ongoing debate in the literature between scholars in the areas of communication, marketing and public relations (McDowell, 2006). From an audience’s perspective we may understand a media brand as a construct carrying all the connotations of the audience in terms of the emotional, stylistic, cognitive, unconscious or conscious significations.

Keywords: Public Sphere; Brand Equity; Brand Personality; Brand Management; Consumer Perspective (search for similar items in EconPapers)
Date: 2015
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DOI: 10.1007/978-3-319-18236-0_1

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