دانلود کتاب Handbook of Media Branding

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Front Matter....Pages i-ix
What Is So Special About Media Branding? Peculiarities and Commonalities of a Growing Research Area....Pages 1-8
Front Matter....Pages 9-9
Media Branding 3.0: From Media Brands to Branded Entertainment and Information....Pages 11-32
20 Years of Research on Media Brands and Media Branding....Pages 33-49
Front Matter....Pages 51-51
Brands in International and Multi-Platform Expansion Strategies: Economic and Management Issues....Pages 53-64
Media Branding from an Organizational and Management-Centered Perspective....Pages 65-80
International Media Branding....Pages 81-95
Media Brands and the Advertising Market: Exploring the Potential of Branding in Media Organizations’ B2B Relationships....Pages 97-110
Add Some Glam? An Essay on the Aestheticization of Media Brands....Pages 111-128
Research Note: Audience Perspectives on the Perceived Quality of Pure Play Distribution: A Cross-Platform Analysis....Pages 129-142
Front Matter....Pages 143-143
Emerging Industry Issues and Trends Influencing the Branding of Media Content....Pages 145-156
Branding Media Content: From Storytelling to Distribution....Pages 157-167
Native Advertising, or How to Stretch Editorial to Sponsored Content Within a Transmedia Branding Era....Pages 169-185
Innovating and Trading TV Formats Through Brand Management Practices....Pages 187-197
Research Note: Nostalgia as the Future for Branding Entertainment Media? The Consumption of Personal and Historical Nostalgic Films and Its Effects....Pages 199-214
Front Matter....Pages 215-215
Media Brand Cultures: Researching and Theorizing How Consumers Engage in the Social Construction of Media Brands....Pages 217-229
Marketing Communication of Media Brands: A Literature Review....Pages 231-249
Research Note: News Magazines’ Social Media Communication and Their Effect on User Engagement....Pages 251-266
Front Matter....Pages 267-267
The Groucho Marx Dilemma in Media Branding: Audience as Part and Signal of Media Brands....Pages 269-279
An Audience-Centered Perspective on Media Brands: Theoretical Considerations, Empirical Results and ‘White Spaces’....Pages 281-293
Media Brands in Children’s Everyday Lives....Pages 295-306
Front Matter....Pages 267-267
Media Brand Loyalty Through Online Audience Integration?....Pages 307-319
Research Note: Generating Social Buzz for Media Brands: Conceptualizing Social Network Word of Mouth....Pages 321-334
Front Matter....Pages 335-335
Media Branding and Media Marketing: Conflicts with Journalistic Norms, Risks of Trial and Error....Pages 337-353
Market Driven Media Brands: Supporting or Faking High Journalistic Quality?....Pages 355-371
An Economic Theory of Media Brands....Pages 373-386
Research Note: News Media Branding and Journalistic Quality: Contradiction or Compatibility?....Pages 387-401
Back Matter....Pages 403-414