Article: article from journal or magazin.
The impact of a World Wide Web site visit on brand image in the motor vehicle and mobile telephone sectors
Journal of Marketing Communications
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.
Brand image, website visit, website attitude
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