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20 Years of Research on Media Brands and Media Branding

  • Isabelle KrebsEmail author
  • Gabriele Siegert

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 

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Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  1. 1.IPMZ InstituteUniversity of ZurichZurichSwitzerland

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