20 Years of Research on Media Brands and Media Branding

Isabelle Krebs () and Gabriele Siegert ()
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Isabelle Krebs: University of Zurich
Gabriele Siegert: University of Zurich

A chapter in Handbook of Media Branding, 2015, pp 33-49 from Springer

Abstract: 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.

Keywords: Media brands; Media branding; Brand management; Brand strategy; Brand perception; Brand image; Brand equity; Literature review; Meta-analysis (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-18236-0_3

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DOI: 10.1007/978-3-319-18236-0_3

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