Authors: Brigitte Muller
Addresses: HEC – Faculty of Business and Economics, Department of Management – IRM, University of Lausanne, CH-1015 Lausanne-Dorigny, Switzerland
Abstract: This research examines how the perception of consistency between brand image and website image affects brand attitude. With the massive development of the internet, most of the brick-and-mortar companies created their own website. Two prevailing strategies emerged: some companies transposed their brand with the corresponding name, image and values to the website and others created a new brand name to exist on the net. As the representation of a brand on the internet is limitless, it is not sure that brand image perceived by website visitors is consistent with their prior brand image. Results provide empirical evidence of a moderating effect of perceived consistency on the relation between website and brand attitude.
Keywords: consistency; brand attitude; website attitude; brand image; website image; internet.
International Journal of Internet Marketing and Advertising, 2008 Vol.4 No.4, pp.350 - 361
Published online: 30 Jun 2008 *Full-text access for editors Access for subscribers Purchase this article Comment on this article