RT Journal Article
SR Electronic
T1 Using Brand Websites to Build Brands Online: A Product versus Service Brand Comparison
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 193
OP 206
DO 10.2501/S0021849907070225
VO 47
IS 2
A1 Wenyu Dou
A1 Sandeep Krishnamurthy
YR 2007
UL http://www.journalofadvertisingresearch.com/content/47/2/193.abstract
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.