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Beyond technology acceptance: Brand relationships and online brand experience

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  • Morgan-Thomas, Anna
  • Veloutsou, Cleopatra

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.

Suggested Citation

  • Morgan-Thomas, Anna & Veloutsou, Cleopatra, 2013. "Beyond technology acceptance: Brand relationships and online brand experience," Journal of Business Research, Elsevier, vol. 66(1), pages 21-27.
  • Handle: RePEc:eee:jbrese:v:66:y:2013:i:1:p:21-27
    DOI: 10.1016/j.jbusres.2011.07.019
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    References listed on IDEAS

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    1. repec:eee:touman:v:59:y:2017:i:c:p:349-362 is not listed on IDEAS
    2. Şahika Burçin Tatar & İrem Eren-Erdoğmuş, 2016. "The effect of social media marketing on brand trust and brand loyalty for hotels," Information Technology & Tourism, Springer, vol. 16(3), pages 249-263, September.
    3. Lin, Yi Hsin, 2015. "Innovative brand experience's influence on brand equity and brand satisfaction," Journal of Business Research, Elsevier, vol. 68(11), pages 2254-2259.
    4. Hamzah, Zalfa Laili & Syed Alwi, Sharifah Faridah & Othman, Md Nor, 2014. "Designing corporate brand experience in an online context: A qualitative insight," Journal of Business Research, Elsevier, vol. 67(11), pages 2299-2310.
    5. repec:spr:amsrev:v:6:y:2016:i:1:d:10.1007_s13162-016-0079-y is not listed on IDEAS
    6. repec:eee:tefoso:v:124:y:2017:i:c:p:257-270 is not listed on IDEAS

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