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Impact des sites de marque: effets de la visite et apports des outils relationnels

Author

Listed:
  • Laurent Flores

    (LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas)

  • Brigitte Muller

    (CERGAM de Toulon - Centre d'Études et de Recherche en Gestion d'Aix-Marseille/Equipe de recherche de Toulon - CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon - IAE Toulon - Institut d'Administration des Entreprises (IAE) - Toulon - UTLN - Université de Toulon)

  • Meriem Agrebi
  • Jean-Louis Chandon

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

Abstract

The rapid growth of the Internet has multiplied brand and product-related websites and repeat buys now account for over half of all e-tailer sales (Balabanis et al., 2006). These developments offer compelling advantages in terms of branding and e-commerce and call for a deeper understanding of consumer navigation behavior. This research demonstrates that visitors satisfied with the overall website experience are more inclined to revisit and recommend the website and are more disposed to develop positive attitudes toward the brand and purchase intention. These relations are stronger for customers who subscribed to relationship tools such as consumer magazines or newsletters.

Suggested Citation

  • Laurent Flores & Brigitte Muller & Meriem Agrebi & Jean-Louis Chandon, 2008. "Impact des sites de marque: effets de la visite et apports des outils relationnels," Post-Print hal-01796285, HAL.
    • Handle: RePEc:hal:journl:hal-01796285
    Note: View the original document on HAL open archive server: https://amu.hal.science/hal-01796285v1
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    File URL: https://amu.hal.science/hal-01796285v1/document
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