摘要：This study aims to investigate online brand creation with respect to specificfeatures of the media industry. The data were gathered from subscribers of thewebsites of news agencies, and the findings were achieved using the structuralequation modeling. The findings maintain the conceptual model of the study,and the results indicated that brand personality, online content, interactivity,and website-attribute along with the online reader motivation, influence theonline brand creation for news agencies. Results also confirmed that there ismediation effect on the online reader motivation from online content,interactivity and website-attributes towards the online brand creation for thenews agencies
关键词：Online Brand Creation; E-Branding; Media Branding; News Agency.
