haku: @indexterm BRAND LOYALTY / yhteensä: 265
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| Tekijä: | Supphellen, M. Nysveen, H. |
| Otsikko: | Drivers of intention to revisit the websites of well-known companies: the role of corporate brand loyalty |
| Lehti: | International Journal of Market Research
2001 : VOL. 43:3, p. 341-352 |
| Asiasana: | BRAND LOYALTY DISTRIBUTION INTERNET MARKETING |
| Vapaa asiasana: | WELL-KNOWN COMPANIES |
| Kieli: | eng |
| Tiivistelmä: | Several drivers of attitudes towards websites and intentions of consumers visiting or rejecting to visit the sites of companies have been identified. In this article, the authors focus on the importance of the corporate brand in studies of websites for well-known companies. The underlying assumption is that the intention to revisit a website is decided on much broader a basis than the attributes of the site. Specifically, it is hypothesised that affective brand loyalty is a powerful determinant of intentions to revisit the website of an airline company besides attitudes towards the site per se. |
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