Using brand websites to build brands online : A product versus service brand comparison

Research output: Journal Publications and ReviewsRGC 21 - Publication in refereed journalpeer-review

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Original languageEnglish
Pages (from-to)193-206
Journal / PublicationJournal of Advertising Research
Issue number2
Publication statusPublished - 2007


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.