Using Brand Websites to Build Brands Online: A Product versus Service Brand Comparison

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.

Using Brand Websites to Build Brands Online: A Product versus Service Brand Comparison

Wenyu DouCity UniversitySandeep KrishnamurthyUniversity of Washington
Branding on the internet has received increasing attention in recent years as mainstream advertisers show growing interest in utilizing the online medium for building and extending their valuable brands online (New Media Age, 2004). A unique advertising approach for enhancing brand equity in the online environment is the design of dedicated websites for brands (Goldsmith and Lafferty, 2002), also called "brand sites." The concept of brand sites has been...
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