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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Laurent Flores & Brigitte Muller & Meriem Agrebi & Jean-Louis Chandon, 2008. "The branding Impact of Brand Websites: Do newsletters and consumer magazines have a moderating role?," Post-Print sic_00410598, HAL.
    • Handle: RePEc:hal:journl:sic_00410598
    Note: View the original document on HAL open archive server: https://archivesic.ccsd.cnrs.fr/sic_00410598
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    File URL: https://archivesic.ccsd.cnrs.fr/sic_00410598/document
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    References listed on IDEAS

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    1. Richard, Marie-Odile & Chandra, Ramdas, 2005. "A model of consumer web navigational behavior: conceptual development and application," Journal of Business Research, Elsevier, vol. 58(8), pages 1019-1029, August.
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    Cited by:

    1. Matej Kovač & Vesna Žabkar, 2020. "Do Social Media and E-Mail Engagement Impact Reputation and Trust-Driven Behavior?," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(1), pages 9-25.
    2. Agrebi, Meriem & Boncori, Anne Laure, 2017. "What makes a website relational? The experts' viewpoint," European Management Journal, Elsevier, vol. 35(5), pages 617-631.
    3. Barroso Martínez, Ascensión & Sanguino Galván, Ramón & Botero, Isabel C. & González-López, Óscar R. & Buenadicha Mateos, María, 2019. "Exploring family business brands: Understanding predictors and effects," Journal of Family Business Strategy, Elsevier, vol. 10(1), pages 57-68.
    4. Abbes, Intissar & Hallem, Yousra & Taga, Nadia, 2020. "Second-hand shopping and brand loyalty: The role of online collaborative redistribution platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).

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