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...
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.
