摘要
品牌传播是基于管理学和传播学的一个交叉研究领域。而案例研究法作为社会科学领域一种重要的研究方法,已经在该领域得到了广泛应用。本文通过对一些品牌传播相关学术论文进行内容的实证分析,以了解案例研究法在该领域研究中应用的现状。
Brand communication is an interdisciplinary research field based on management studies and communication studies. And as an important method in social science studies, case study method is already widely applied in this field. The essay makes a content analysis of some brand communication related theses to comprehend the present application of case study method in this field of research.
出处
《新闻界》
CSSCI
北大核心
2008年第3期33-35,共3页
Journalism and Mass Communication
关键词
案例研究法
品牌传播
实证分析
case study brand communication positivistic analysis
