The Branding Impact of Brand Websites: Do Newsletters and Consumer Magazines Have a Moderating Role?
Brigitte MüllerUniversity of Lausanne, Switzerland
Laurent FlorÉsCRMMETRIX
Meriem Agrebi and Jean-Louis ChandonUniversity Paul Cézanne, France
INTRODUCTION
In the first quarter of 2007, U.S. retail e-commerce sales totaled $31.5 billion, an increase of 18.4 percent from the first quarter of 2006 and accounting for 3.2 percent of total retail sales (U.S. Census Bureau, 2007). Additionally, the number of company websites greatly increased. Today, the large majority of companies have at least one website for their brands and products (image website, corporate...