The Impact of Visiting a Brand Website on Brand Personality

Brigitte Muller () and Jean-Louis Chandon ()
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Brigitte Muller: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, CERGAM de Toulon - Centre d'Études et de Recherche en Gestion d'Aix-Marseille/Equipe de recherche de Toulon - CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon - IAE Toulon - Institut d'Administration des Entreprises (IAE) - Toulon - UTLN - Université de Toulon
Jean-Louis Chandon: AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université, CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Abstract: What are the effects of forced exposure to the brand website on perceived brand personality? An experiment with random assignment to exposure vs. control (non-exposure) groups for ten websites is analyzed. Three covariates are included to test their impact on brand personality after website exposure: product type (utilitarian/functional vs. auto-expressive), enduring involvement with the product category and attitude toward the website. The results of this study show significant differences between exposed and non-exposed individuals. Two dimensions of brand personality (youthfulness/modernity and sincerity/confidence) increase after exposure to the brand website. In addition, the brand is perceived younger and more modern when the visitor of the site has a positive attitude toward the brand's website than when s/he has a negative attitude toward the website. This reinforces the perception of the brand as being more sincere and trustworthy, which is particular important for e-commerce websites.

Keywords: Brand image; Brand personality; website exposure; attitude toward the site (search for similar items in EconPapers)
Date: 2003-08-01
Note: View the original document on HAL open archive server: https://amu.hal.science/hal-01796042v1
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Citations: View citations in EconPapers (6)

Published in Electronic Markets, 2003, 13 (3), pp.210 - 221. ⟨10.1080/1019678032000108301⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01796042

DOI: 10.1080/1019678032000108301

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