The impact of a World Wide Web site visit on brand image in the motor vehicle and mobile telephone sectors

Details

Serval ID
serval:BIB_A4E1331F6FD5
Type
Article: article from journal or magazin.
Collection
Publications
Title
The impact of a World Wide Web site visit on brand image in the motor vehicle and mobile telephone sectors
Journal
Journal of Marketing Communications
Author(s)
Müller B., Chandon J.-L.
Publication state
Published
Issued date
2004
Peer-reviewed
Oui
Volume
10
Pages
153-165
Language
english
Abstract
During recent years the number of World Wide Web (WWW) sites and visitors has increased very rapidly. WWW site evaluation has focused more on click-through rates than on brand effects. Nevertheless, there are few studies on the effects of WWW site exposure on brand image. The aim of this research was to illustrate brand association changes after a WWW site visit. More precisely, the paper describes the effect of a forced visit on the global brand image of two bricks-and-mortar companies. The results indicate that some positive brand associations increase significantly after the visit and that attitude towards the WWW site has an impact on attitude towards the brand.
Keywords
Brand image, website visit, website attitude
Create date
19/11/2007 10:43
Last modification date
20/08/2019 15:10
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