Customer satisfaction and loyalty with corporate multi-brand websites in an era of social media and misinformation

Meriem Agrebi, Jean Louis Chandon and Judith Lynne Zaichkowsky

International Journal of Internet Marketing and Advertising, 2022, vol. 16, issue 4, 394-421

Abstract: In the age of social media, are brand websites still relevant? Confronted by social media, multi-brand companies face a challenge to control their brand image and advertising content. Building an interactive website, as a common umbrella to their many brands can produce a successful customer experience leading to satisfaction and brand loyalty. This paper investigates e-loyalty toward multi-brand websites that aggregate, on a single website, brands and products belonging to the same parent company (corporate brand). Using a quasi-experiment on two major corporate multi-brand websites, the study uncovers a positive multi-brand experience effect coming from the benefits of having multiple brands on the same site. The multi-brand experience on e-loyalty is stronger for first-time visitors compared to repeat visitors and e-loyalty increases with the number of brands purchased before visiting the website. The study provides strong evidence to support a positive effect of multi-brand websites on e-loyalty.

Keywords: multi-brand websites; e-satisfaction; e-loyalty; website content features; online brand experience. (search for similar items in EconPapers)
Date: 2022
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