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Beyond technology acceptance: Brand relationships and online brand experience

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  • Morgan-Thomas, Anna
  • Veloutsou, Cleopatra
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    Abstract

    This paper combines insights from marketing and information systems research to arrive at an integrative model of online brand experience. In this model emotional aspects of brand relationship supplement the dimension of technology acceptance to arrive at a more complete understanding of consumer experience with an online brand. The empirical tests involve structural equation modeling and primary data from a survey of 456 users of online search engines. The results demonstrate that trust and perceived usefulness positively affect online brand experience. Positive experiences result in satisfaction and behavioral intentions that in turn lead to the formation of online brand relationship. Interestingly, brand reputation emerges as an important antecedent of trust and perceived ease of use of an online brand.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 66 (2013)
    Issue (Month): 1 ()
    Pages: 21-27

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    Handle: RePEc:eee:jbrese:v:66:y:2013:i:1:p:21-27

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Online brand; i-Brand; Internet brand; Online brand experience; Brand relationships; Technology acceptance;

    References

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    14. Kwon, Wi-Suk & Lennon, Sharron J., 2009. "What induces online loyalty? Online versus offline brand images," Journal of Business Research, Elsevier, vol. 62(5), pages 557-564, May.
    15. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 24(4), pages 343-73, March.
    16. Ha, Sejin & Stoel, Leslie, 2009. "Consumer e-shopping acceptance: Antecedents in a technology acceptance model," Journal of Business Research, Elsevier, vol. 62(5), pages 565-571, May.
    17. Bridges, Eileen & Florsheim, Renée, 2008. "Hedonic and utilitarian shopping goals: The online experience," Journal of Business Research, Elsevier, vol. 61(4), pages 309-314, April.
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