Impact des sites de marque: effets de la visite et apports des outils relationnels

Laurent Flores, Brigitte Muller (), Meriem Agrebi and Jean-Louis Chandon ()
Additional contact information
Laurent Flores: LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas
Brigitte Muller: 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: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

Post-Print from HAL

Abstract: The rapid growth of the Internet has multiplied brand and product-related websites and repeat buys now account for over half of all e-tailer sales (Balabanis et al., 2006). These developments offer compelling advantages in terms of branding and e-commerce and call for a deeper understanding of consumer navigation behavior. This research demonstrates that visitors satisfied with the overall website experience are more inclined to revisit and recommend the website and are more disposed to develop positive attitudes toward the brand and purchase intention. These relations are stronger for customers who subscribed to relationship tools such as consumer magazines or newsletters.

Keywords: Brand website; Relationship tools; Website satisfaction; Website impact on purchase intent; website impact on branding (search for similar items in EconPapers)
Date: 2008
Note: View the original document on HAL open archive server: https://amu.hal.science/hal-01796285v1
References: Add references at CitEc
Citations:

Published in Revue Française du Marketing, 2008

Downloads: (external link)
https://amu.hal.science/hal-01796285v1/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01796285

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().