How brands and branding have been conceptualized and studied in the literature on media management
What is it about?
This article provides a systematic overview and conceptual analysis of existing research on brands and branding in the literature on media management. It argues the further development of the research area calls for a more systematic theoretical analysis of the nature of media brands and the specific features and complexities of the media field as a strategic business environment where brands are built and managed.
Why is it important?
The article is one of the first articles in the field of media management that systematically analyzes the state-of-art in the scholarly research on media branding. It identifies overlooked research areas and works toward a research agenda for future research on the topic.
The following have contributed to this page: Professor Johanna K. Moisander
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