Bibliographische Detailangaben
| Titel: |
Innovation in trust measurement: introduction of the short and medium media brand trust scale. |
| Autoren: |
Heim, Steffen1 (AUTHOR) heims@hsu-hh.de |
| Quelle: |
Journal of Media Business Studies. May2025, p1-24. 24p. 3 Illustrations. |
| Schlagwörter: |
*CONSUMER behavior, *MASS media industry, *STATISTICAL reliability, PRAGMATICS, VERSTEHEN, MASS media influence |
| Abstract: |
Trust in media brands and its implications for consumer behaviour, perception of (social) reality and the impact on advertisers present in media environments is of growing interest. While previous publications provided fundamental insights into the nature of trust in the media, only highly theoretical approaches on the measurement of trust in media brands have been presented so far. This paper is building on the media brand trust scale presented in a previous publication and aims for the reduction of the scale to a version better applicable in practice. Resulting from this approach, it presents a medium and short version of the media brand trust scale, providing different levels of insights into the construct while retaining the core objective (i.e. measuring trust in media brands). [ABSTRACT FROM AUTHOR] |
|
Copyright of Journal of Media Business Studies is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) |
| Datenbank: |
Business Source Index |
Full Text Finder 
Nájsť tento článok vo Web of Science