Consistency between brand image and website image: Does it matter?
by Brigitte Muller
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 4, No. 4, 2008

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.

Online publication date: Mon, 30-Jun-2008

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