PT  - JOURNAL ARTICLE
AU  - Wenyu Dou
AU  - Sandeep Krishnamurthy
TI  - Using Brand Websites to Build Brands Online: A Product versus Service Brand Comparison
AID  - 10.2501/S0021849907070225
DP  - 2007 Jun 01
TA  - Journal of Advertising Research
PG  - 193--206
VI  - 47
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/47/2/193.short
4100  - http://www.journalofadvertisingresearch.com/content/47/2/193.full
SO  - J Advert Res2007 Jun 01; 47
AB  - This study analyzes important content, function, and design elements of brand sites along six dimensions: text information, multimedia information, interface design, loyalist support, promotion synergy, and interactivity. A total of 219 brand websites for a product category (i.e., drinks and candies) and a service category (i.e., accounting firms) are examined. Results indicate that accounting firms treat their brand sites as corporate-image building vehicles and virtual information sources while drinks and candies firms use entertaining design elements to build customer relationships through greater interaction. Companies may be underutilizing elements related to interactivity, cultivating loyal customers, and supporting cross-channel promotions.