Titre
The Branding Impact of Brand Websites: Do Newsletters and Consumer Magazines Have a Moderating Role ?
Type
article
Institution
UNIL/CHUV/Unisanté + institutions partenaires
Périodique
Auteur(s)
Müller, B.
Auteure/Auteur
Florès, L.
Auteure/Auteur
Agrebi, M.
Auteure/Auteur
Chandon, J.-L.
Auteure/Auteur
Liens vers les personnes
Liens vers les unités
Statut éditorial
Publié
Date de publication
2008
Volume
48
Numéro
3
Première page
465
Dernière page/numéro d’article
472
Peer-reviewed
Oui
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.
Sujets
PID Serval
serval:BIB_6C1C23181247
Date de création
2008-09-25T08:04:41.980Z
Date de création dans IRIS
2025-05-21T01:32:16Z