The branding Impact of Brand Websites: Do newsletters and consumer magazines have a moderating role?

Laurent Flores (), Brigitte Muller (), Meriem Agrebi and Jean-Louis Chandon ()
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Laurent Flores: LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas
Brigitte Muller: LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas
Meriem Agrebi: LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas
Jean-Louis Chandon: LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas

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Abstract: The internet offers both growth and loyalty opportunities for brands. To this end, over the 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.

Keywords: brand websites effectivennes; newsletter consumer magazine effectiveness; branding effects of brand websites; Site de marque; outils relationnels; satisfaction à l'égard du site web; impact du site sur l'intention d'achat; impact du site sur la marque; SiteCRM; crmmetrix (search for similar items in EconPapers)
Date: 2008-09-01
Note: View the original document on HAL open archive server: https://archivesic.ccsd.cnrs.fr/sic_00410598v1
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Citations: View citations in EconPapers (4)

Published in Journal of Advertising Research, 2008, Vol. 48 (N°3), pp.465-472

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