The antecedents and outcomes of online consumer brand experience
Konttinen, J., Karjaluoto, H., & Shaikh, A. A. (2022). The antecedents and outcomes of online consumer brand experience. In O. Niininen (Ed.), Contemporary Issues in Digital Marketing (pp. 49-60). Routledge. https://doi.org/10.4324/9781003093909-7
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Date
2022Discipline
Digital marketing and CommunicationDigitaalinen liiketoiminta ja talous (painoala)MarkkinointiBasic or discovery scholarshipHyvinvoinnin tutkimuksen yhteisöTyön ja johtamisen muuttuminen digitaalisessa ajassaDigital marketing and CommunicationDigital Business and Economy (focus area)MarketingBasic or discovery scholarshipSchool of WellbeingEmergent work in the digital eraCopyright
© Authors, 2022
Websites are a remarkable cyber asset and a vital part of companies’ marketing communications and sales operations. This chapter discusses how online Consumer Brand Experience is created and affected by website qualities. We develop and test a research model concerning the antecedents and outcomes of Consumer Brand Experience with a sample of 202 respondents in Finland. The findings suggest that website appearance quality dimensions have a significant effect on evoking Consumer Brand Experience, whereas the technical quality dimension does not. Brand trust, electronic Word-of-Mouth intentions, and behavioural intentions are identified as outcomes of consumer brand experiences evoked by website appearance quality. This study supports the previous understanding of online Consumer Brand Experience as a strong predictor of brand trust, Word-of-Mouth and behavioural intentions. The results suggest that marketers and managers should emphasise their websites’ appearance quality attributes to create strong online consumer brand experiences and predict favourable behavioural and brand outcomes.
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RoutledgeParent publication ISBN
978-0-367-55533-7Is part of publication
Contemporary Issues in Digital MarketingKeywords
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https://converis.jyu.fi/converis/portal/detail/Publication/101681139
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