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.
CITATION STYLE
Krebs, I., & Siegert, G. (2015). 20 Years of research on media brands and media branding. In Handbook of Media Branding (pp. 33–49). Springer International Publishing. https://doi.org/10.1007/978-3-319-18236-0_3
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