PT  - JOURNAL ARTICLE
AU  - Brigitte Müller
AU  - Laurent Florès
AU  - Meriem Agrebi
AU  - Jean-Louis Chandon
TI  - The Branding Impact of Brand Websites: Do Newsletters and Consumer Magazines Have a Moderating Role?
AID  - 10.2501/S0021849908080471
DP  - 2008 Sep 01
TA  - Journal of Advertising Research
PG  - 465--472
VI  - 48
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/48/3/465.short
4100  - http://www.journalofadvertisingresearch.com/content/48/3/465.full
SO  - J Advert Res2008 Sep 01; 48
AB  - The internet offers both growth and loyalty opportunities for brands. To this end, in recent years, companies have accelerated the development of their websites, including richer and more interactive content as well as relationship tools such as email newsletter and consumer magazines. Using the example of a leading French manufacturer's website, the present research demonstrates that visitors satisfied with their overall website experience are more inclined to revisit and recommend the site and in turn develop more positive attitudes toward the brand as well as higher purchase intent. These relations are stronger for consumers that are members of the website email newsletter program and those that receive the brand consumer magazine.