Title: Consistency between brand image and website image: Does it matter?

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.

DOI: 10.1504/IJIMA.2008.019153

International Journal of Internet Marketing and Advertising, 2008 Vol.4 No.4, pp.350 - 361

Published online: 30 Jun 2008 *

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