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

Wenyu Dou and Sandeep Krishnamurthy

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...

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