What is so special about media branding? Peculiarities and commonalities of a growing research area

Siegert, G., Förster, K., Chan-Olmsted, S. M., & Ots, M. (2015). What is so special about media branding? Peculiarities and commonalities of a growing research area. In Handbook of Media Branding (pp. 1–8). Springer International Publishing. https://doi.org/10.1007/978-3-319-18236-0_1