search query: @author Müller, B. / total: 5
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| Author: | Müller, B. Chandon, J-L. |
| Title: | The impact of visiting a brand Website on brand personality |
| Journal: | Electronic markets
2003 : VOL. 13:3, p. 210-221 |
| Index terms: | Brands Consumer behaviour Internet Marketing |
| Freeterms: | WWW |
| Language: | eng |
| 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 10 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. This study's results show significant differences btw. exposed and non-exposed individuals. Two dimensions of brand personality increase after exposure to the brand website. In addition, the brand is perceived younger and more modern when a site visitor has a positive attitude toward the brand's website. |
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