Title: Returning to the website: an empirical study of advertising effectiveness and web visitor experience

Authors: Micael Dahlen

Addresses: Center for Consumer Marketing, Stockholm School of Economics, PO Box 6501, Stockholm S-113 83, Sweden

Abstract: Website visits have been shown to have positive effects on brand attitude and loyalty. This paper investigates the consequences of repeat visits to websites. It reports on a large empirical study that sheds light on the differences between experienced and new website visitors and between visitors with different levels of web usage experience. The study investigates the time and activity visitors spend on the website, their attitudes towards the site and the brand, and how visitors are affected by the website in their attitude towards the brand. The study adds to our understanding of the effects of loyalty and experience in general and of the developing field of web usage experience in particular. The results include several findings with important implications for web marketers.

Keywords: consumer behaviour; experience; loyalty; advertising; websites; internet marketing; brand image.

DOI: 10.1504/IJIMA.2005.008104

International Journal of Internet Marketing and Advertising, 2005 Vol.2 No.4, pp.307 - 320

Published online: 16 Nov 2005 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article