Authors:
Sandra Loureiro
and
Silvina Santana
Affiliation:
Aveiro University, Portugal
Keyword(s):
Web site brand, Online shopping, B2C, Brand relationship, Brand image, Brand personality, Brand association, Loyalty, PLS.
Related
Ontology
Subjects/Areas/Topics:
B2B, B2C and C2C
;
Biomedical Engineering
;
Communication and Software Technologies and Architectures
;
Data Engineering
;
e-Business
;
e-Business and e-Commerce
;
Enterprise Information Systems
;
e-Payment
;
Health Information Systems
;
Information Systems Analysis and Specification
;
Knowledge Management
;
Ontologies and the Semantic Web
;
Society, e-Business and e-Government
;
Software Agents and Internet Computing
;
Web Information Systems and Technologies
Abstract:
This study examines the impact of web site brand personality, web site brand association, web site brand image, and web site brand relationship on e-shopper loyalty to the web site. The model was estimated on data from consumers of online products in Spain and Scotland using PLS technique. The findings suggest that web site brand association and web site brand personality are good predictors of web site brand image. However, web site brand image does not explain the intention of Spanish students to recommend a web site and to use it to by again.