IDEAS home Printed from https://ideas.repec.org/a/taf/tbitxx/v35y2016i12p1115-1129.html
   My bibliography  Save this article

Website design: place for luxury brands in cyberspace?

Author

Listed:
  • Kathy Ning Shen
  • Prakash Vel
  • Mohamed Khalifa

Abstract

A great challenge for luxury marketers is how to harness Internet’s incredible influence on customers while still maintaining and adhering to the customer-based brand equity (CBE) of luxury brands. This study aims to investigate the effect of website design on the CBE of luxury brands. Integrating the research on aesthetic design and luxury branding, we develop and empirically validate a research model, specifying that two aesthetic design dimensions (aesthetic formality and aesthetic appeal) can stimulate a strong sense of luxury, which in turn leads to a positive evaluation of CBE. Furthermore, the effect of aesthetic design on the sense of luxury is contingent upon brand familiarity prior to the exposure of a luxury brand website. The research model is validated with a survey study involving 201 participants. The paper includes implications for website design to deliver online brand experience and develop CBE with specific online consumer groups. As an early attempt to examine the website design effect on online branding experience and brand equity, this study contributes to both literature of website aesthetics and online luxury branding.

Suggested Citation

  • Kathy Ning Shen & Prakash Vel & Mohamed Khalifa, 2016. "Website design: place for luxury brands in cyberspace?," Behaviour and Information Technology, Taylor & Francis Journals, vol. 35(12), pages 1115-1129, December.
    • Handle: RePEc:taf:tbitxx:v:35:y:2016:i:12:p:1115-1129
    DOI: 10.1080/0144929X.2016.1188987
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/0144929X.2016.1188987
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/0144929X.2016.1188987?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Suleiman Ocheni, 2019. "Youth, Luxury and the Willingness to Pay," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 3(3), pages 181-189, March.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:tbitxx:v:35:y:2016:i:12:p:1115-1129. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/tbit .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.