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The Impact of Visiting a Brand Website on Brand Personality

Author

Listed:
  • 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)

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.

Suggested Citation

  • Brigitte Muller & Jean-Louis Chandon, 2003. "The Impact of Visiting a Brand Website on Brand Personality," Post-Print hal-01796042, HAL.
    • Handle: RePEc:hal:journl:hal-01796042
    DOI: 10.1080/1019678032000108301
    Note: View the original document on HAL open archive server: https://amu.hal.science/hal-01796042v1
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    Citations

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    Cited by:

    1. Rayne, Daniel & Leckie, Civilai & McDonald, Heath, 2020. "Productive partnerships? Driving consumer awareness to action in CSR partnerships," Journal of Business Research, Elsevier, vol. 118(C), pages 49-57.
    2. Luis Araya-Castillo & Manuel Antonio Escobar-Farfan, 2015. "Personalidad de marca de las escuelas de negocios en Chile: Propuesta de modelo," Revista Ad-Minister, Universidad EAFIT, issue 27, pages 53-73, October.
    3. Kamilla Marchewka-Bartkowiak & Karolina Anna Nowak & Michał Litwiński, 2022. "Digital valuation of personality using personal tokens," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1555-1576, September.
    4. Bo Liang & Ye Wang, 2023. "Using integrated marketing communications to promote country personality via government websites," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(1), pages 79-92, March.
    5. Grégory Bressolles & A. Vignolles & Catherine Viot, 2015. "La présence sociale : quels effets sur la personnalité, la réputation et la confiance envers le site web ?," Post-Print hal-01991235, HAL.
    6. Poddar, Amit & Donthu, Naveen & Wei, Yujie, 2009. "Web site customer orientations, Web site quality, and purchase intentions: The role of Web site personality," Journal of Business Research, Elsevier, vol. 62(4), pages 441-450, April.

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