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

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.


http://archivesic.ccsd.cnrs.fr/sic_00406356
Contributor : Laurent Flores <>
Submitted on : Wednesday, July 22, 2009 - 7:00:09 AM
Last modification on : Wednesday, July 22, 2009 - 7:00:18 PM

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  • HAL Id : sic_00406356, version 1

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Laurent Flores, Brigitte Muller, Meriem Agrebi, Jean-Louis Chandon. Impact des sites de marque: effets de la visite et apports des outils relationnels. 2007. <sic_00406356>

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