The Brand Website as a Means of Reviving Memories and Imaginary

Imed Ben Nasr (), Lisa Thomas (), Jean François Trinquecoste () and Ibtissame Abaidi ()
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Imed Ben Nasr: La Rochelle Business School
Lisa Thomas: Neoma Business School
Jean François Trinquecoste: University of Bordeaux
Ibtissame Abaidi: IUT de Troyes

A chapter in Information and Communication Technologies in Organizations and Society, 2016, pp 235-248 from Springer

Abstract: Abstract The paper explores mental imagery in the consumer online website navigation experience. We examine contributions of experienced mental images on the consumer’s post-visit in influencing e-satisfaction and attitude. Combining qualitative and quantitative attributes of mental imagery as influencers of consumers’ e-satisfaction and brand attitude we gauge the relative importance of these attributes and illustrate the role of website imageability and consumer familiarity with the brand in influencing consumer mental imagery. With limited prior research in the domain, we contribute to the literature particularly concerning the role played by qualitative aspects of mental imagery in the consumer online experience. Our conceptual model is validated with a quantitative survey methodology using confirmatory factor analysis. Results reveal the preeminent role of website imageability and consumer website familiarity in conditioning all quantitative attributes of mental imagery and selected qualitative attributes generated by the website-visit. Our discussion affords implications both for research and practice.

Keywords: Mental imagery; Brand website; E-satisfaction; Brand attitude; Quantitative survey methodology (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:lnichp:978-3-319-28907-6_15

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DOI: 10.1007/978-3-319-28907-6_15

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