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Media Brand Cultures: Researching and Theorizing How Consumers Engage in the Social Construction of Media Brands
Jönköping University, Jönköping International Business School, JIBS, Media Management and Transformation Centre. Jönköping University, Jönköping International Business School, JIBS, Business Administration. Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.ORCID iD: 0000-0002-0301-9765
Jönköping University, Jönköping International Business School, JIBS, Media Management and Transformation Centre.
2015 (English)In: Handbook of media branding / [ed] Siegert, Förster, Chan-Olmsted, Ots, Heidelberg: Springer, 2015, 1, 217-229 p.Chapter in book (Refereed)
Abstract [en]

In this chapter we acknowledge the branding process as an interplay between brand owners, consumers, popular culture, and other stakeholders. This interdependence between management practices and the external environment is becoming increasingly evident, not the least in the field of media. In a world of social and participatory media, consumers are given more and more opportunities to interact with, and through, their favorite brands. On the one hand these interactions may be signs of deep and sincere appreciation, while at the same time making brands more and more difficult to control or direct from a managerial point of view. This has led brand managers and researchers to identify a need for new insights into the cultures of brands. The 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.

Place, publisher, year, edition, pages
Heidelberg: Springer, 2015, 1. 217-229 p.
Keyword [en]
Media, branding, consumption, communities
National Category
Business Administration Media and Communications
Identifiers
URN: urn:nbn:se:hj:diva-27975DOI: 10.1007/978-3-319-18236-0ISBN: 978-3-319-18236-0 (print)ISBN: 978-3-319-18235-3 (print)OAI: oai:DiVA.org:hj-27975DiVA: diva2:854633
Available from: 2015-09-17 Created: 2015-09-17 Last updated: 2015-10-12Bibliographically approved

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Publisher's full texthttp://www.springer.com/gp/book/9783319182353

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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More styles
Language
  • de-DE
  • en-GB
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  • nn-NB
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Output format
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