Drivers of Intention to Revisit the Websites of Well-Known Companies: The Role of Corporate Brand Loyalty

Magne Supphellen and Herbjørn Nysveen

Due to the increasing importance of the internet as a channel of marketing and distribution, companies are now concerned with the question of how to design attractive websites.
  

Drivers of Intention to Revisit the Websites of Well-Known Companies: The Role of Corporate Brand Loyalty

Magne SupphellenNorwegian School of Economics and Business Administration and Herbjrn NysveenFoundation for Research in Economics and Business Administration

Introduction: why do people revisit a website?

The internet is assumed to be an important channel for marketing and distribution of products and services. This is, among other things, due to the cost-effectiveness of the internet (Strader & Shaw 1997) and the convenience for customers. Because of increased competition among actors offering their products and services on the internet,...

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