Abstract
ABSTRACT Understanding consumers’ perception of media brands in today’s digitalized world is of major importance to media brands and advertisers alike. Influencing the media consumption experience, trust is one of the key drivers of this perception. Based on the differing business models as compared to brands, a specific foundation for the research on media brands is essential. Based on qualitative and quantitative data from Germany, the US, and South Korea we are able to present 17 “media” categories, building the foundation for a user-centric definition of media brands. Further, we identify eleven dimensions constituting the multidimensional construct of media brand trust.
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