Antecedents and Consequences of E-News Brand Trust: An Empirical Study of E-News Brand in Indonesia

Antecedents and Consequences of E-News Brand Trust: An Empirical Study of E-News Brand in Indonesia

Elia Ardyan (Diponegoro University, Semarang, Indonesia) and Vincent Didiek Wiet Aryanto (Diponegoro University & Dian Nuswantoro University, Semarang, Indonesia)
Copyright: © 2015 |Pages: 14
DOI: 10.4018/ijide.2015040103
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Abstract

The purpose of this paper is to determine the effect of the antecedents of e-news brand trust and want to determine the consequences of e-news brand trust. The model used in this study were tested into two news brands online, which is Detik.com and Kompas.com. Sample of this study composed of 418 respondents, of which 239 respondents are Kompas.com readers and readers of Detik.com comprised of 179 respondents. The analysis used in this study is the Structural Equation Model. Results of this study indicate that both Detik.com and Kompas.com have the same result for the research model used. The result of this research are e-news brand attributes have positive and significant impact on e-news brand experience, e-news brand attributes have a positive and significant impact on e-news brand loyalty, e-news brand experience has negative effect but not significant at the customer confusion, customer confusion, has a negative but not significant effect on e-news trust brand, e -news brand experience has the effect of e-news brand trust and a significant positive effect on brand loyalty e-news.
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Literature Review

E-News Brand

Brand is the heart of the marketing and business strategy (Mascarenhas, Kesavan, & Bernacchi, 2006). Kotler (2006) defines a brand is a name, shape, signal, symbol, or design or a combination of them that identify and differentiate our products with competitors. Brand is a name that has the power to influence the market (Kapferer, 2008). In their study, de Chernatony and Riley (1998) concluded that there are 12 categories to define the brand. The brand as: (1) a legal instrument, (2) logo, (3) company, (4) shorthand, (5) risk reducer; (6) identity system; (7) image in consumers' minds, (8) value system; (9) personality; (10) relationship; (11) adding value, and (12) evolving entity.

E-brand or brand online is often referred to arise from the development of communications and information technology (Morgan-Thomas & Veloutsou, 2013). Many companies try to follow the digital age, so they do branding via online media. We call online newspaper as e-news brand. We define e-news brand as a name in the form of an online newspaper that provides a variety of information and news openly.

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