Titlebook: Handbook of Media Branding; Gabriele Siegert,Kati Förster,Mart Ots Book 2015 Springer International Publishing Switzerland 2015 Advertisin

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Mart Ots,Benjamin J. Hartmannn die Grundkonzepte und -theorien der Logistik erläutert. Die Erklärungen sind kompakt und verständlich formuliert und bieten somit Basiswissen für alle, die einen schnellen Einstieg in die Praxis suchen, sich für Logistik und Beschaffung interessieren oder ihr vorhandenes Wissen auffrischen möchten.

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Research Note: Nostalgia as the Future for Branding Entertainment Media? The Consumption of Personalds the media brand, buying intentions, affective response, and mood. The results of our study help to apply both kinds of nostalgia to media branding to gain competitive advantages in times of digitalization, saturated media markets, and media crises.

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Media Brand Cultures: Researching and Theorizing How Consumers Engage in the Social Construction of research on consumer culture that has evolved over the past decades has the power to provide guidance. This chapter offers an introduction to researching and theorizing how consumers engage in the social construction of media brands and points out a handful of promising research areas.

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What Is So Special About Media Branding? Peculiarities and Commonalities of a Growing Research Areature between scholars in the areas of communication, marketing and public relations (McDowell, 2006). From an audience’s perspective we may understand a media brand as a construct carrying all the connotations of the audience in terms of the emotional, stylistic, cognitive, unconscious or conscious significations.

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Media Branding 3.0: From Media Brands to Branded Entertainment and Informationd by an analysis of recent changes and how they might re-shape the parameters of media branding strategies. Next, a list of factors that are expected to affect media branding practices into the future and potential research topics addressing the new media branding 3.0 environment are presented.

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Introduction

Brands in International and Multi-Platform Expansion Strategies: Economic and Management Issues original research into the experience of UK media companies, this chapter highlights some of the key economic, management and socio-cultural issues raised by the ever-increasing role of brands and branding in the strategies of international and multi-platform expansion that are increasingly commonplace across media.

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Research Note: Audience Perspectives on the Perceived Quality of Pure Play Distribution: A Cross-Plabranding. Pure play products refer to media content sold as digital files and while the appeal for a media firm to engage in pure play distribution stems from economic efficiency, the increase in choice and availability offered to audiences has not produced a consistent level of consumer acceptance across all media platforms.