The Branding Impact of Brand Websites: Do Newsletters and Consumer Magazines Have a Moderating Role?

The internet offers both growth and loyalty opportunities for brands. To this end, in recent years, companies have accelerated the development of their websites, including richer and more interactive content as well as relationship tools such as email newsletter and consumer magazines.

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...

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