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dc.contributor.authorKonttinen, Joel
dc.contributor.authorKarjaluoto, Heikki
dc.contributor.authorShaikh, Aijaz A.
dc.contributor.editorNiininen, Outi
dc.date.accessioned2022-12-19T06:53:15Z
dc.date.available2022-12-19T06:53:15Z
dc.date.issued2022
dc.identifier.citationKonttinen, J., Karjaluoto, H., & Shaikh, A. A. (2022). The antecedents and outcomes of online consumer brand experience. In O. Niininen (Ed.), <i>Contemporary Issues in Digital Marketing</i> (pp. 49-60). Routledge. <a href="https://doi.org/10.4324/9781003093909-7" target="_blank">https://doi.org/10.4324/9781003093909-7</a>
dc.identifier.otherCONVID_101681139
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/84454
dc.description.abstractWebsites 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.en
dc.format.extent188
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.publisherRoutledge
dc.relation.ispartofContemporary Issues in Digital Marketing
dc.rightsCC BY-NC-ND 4.0
dc.subject.otherWord-of-Mouth
dc.titleThe antecedents and outcomes of online consumer brand experience
dc.typebookPart
dc.identifier.urnURN:NBN:fi:jyu-202212195709
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineDigital marketing and Communicationfi
dc.contributor.oppiaineDigitaalinen liiketoiminta ja talous (painoala)fi
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineBasic or discovery scholarshipfi
dc.contributor.oppiaineHyvinvoinnin tutkimuksen yhteisöfi
dc.contributor.oppiaineTyön ja johtamisen muuttuminen digitaalisessa ajassafi
dc.contributor.oppiaineDigital marketing and Communicationen
dc.contributor.oppiaineDigital Business and Economy (focus area)en
dc.contributor.oppiaineMarketingen
dc.contributor.oppiaineBasic or discovery scholarshipen
dc.contributor.oppiaineSchool of Wellbeingen
dc.contributor.oppiaineEmergent work in the digital eraen
dc.type.urihttp://purl.org/eprint/type/BookItem
dc.relation.isbn978-0-367-55533-7
dc.type.coarhttp://purl.org/coar/resource_type/c_3248
dc.description.reviewstatuspeerReviewed
dc.format.pagerange49-60
dc.type.versionpublishedVersion
dc.rights.copyright© Authors, 2022
dc.rights.accesslevelopenAccessfi
dc.subject.ysobrändit
dc.subject.ysomarkkinointiviestintä
dc.subject.ysoverkkosivustot
dc.subject.ysomarkkinointi
dc.subject.ysobrändäys
dc.subject.ysoostopäätökset
dc.subject.ysoasiakaskokemus
dc.format.contentfulltext
jyx.subject.urihttp://www.yso.fi/onto/yso/p23851
jyx.subject.urihttp://www.yso.fi/onto/yso/p6988
jyx.subject.urihttp://www.yso.fi/onto/yso/p4047
jyx.subject.urihttp://www.yso.fi/onto/yso/p5878
jyx.subject.urihttp://www.yso.fi/onto/yso/p25981
jyx.subject.urihttp://www.yso.fi/onto/yso/p28108
jyx.subject.urihttp://www.yso.fi/onto/yso/p24882
dc.rights.urlhttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.relation.doi10.4324/9781003093909-7
dc.type.okmA3


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CC BY-NC-ND 4.0
Except where otherwise noted, this item's license is described as CC BY-NC-ND 4.0