The Branding Impact of Brand Websites: Do Newsletters and Consumer Magazines Have a Moderating Role ?

Détails

ID Serval
serval:BIB_6C1C23181247
Type
Article: article d'un périodique ou d'un magazine.
Collection
Publications
Institution
Titre
The Branding Impact of Brand Websites: Do Newsletters and Consumer Magazines Have a Moderating Role ?
Périodique
Journal of Advertising Research
Auteur⸱e⸱s
Müller B., Florès L., Agrebi M., Chandon J.-L.
Statut éditorial
Publié
Date de publication
2008
Peer-reviewed
Oui
Volume
48
Numéro
3
Pages
465-472
Langue
anglais
Résumé
The internet offers both growth and loyalty opportunities for brands. To this end, in recent years, companies have accelerated the development of their websites, including richer and more interactive content as well as relationship tools such as email newsletter and consumer magazines. Using the example of a leading French manufacturer's website, the present research demonstrates that visitors satisfied with their overall website experience are more inclined to revisit and recommend the site and in turn develop more positive attitudes toward the brand as well as higher purchase intent. These relations are stronger for consumers that are members of the website email newsletter program and those that receive the brand consumer magazine.
Mots-clé
Brand website, relationship tools, website satisfaction, purchase intention, branding
Création de la notice
25/09/2008 10:04
Dernière modification de la notice
20/08/2019 15:26
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