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Building brands with interactivity: The role of prior brand usage in the relation between perceived website interactivity and brand responses

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Abstract

Although the literature on effects of Website interactivity is rapidly evolving, thus far, hardly any studies have investigated whether interactivity is capable of building brands and whether interactivity is important for both existing and new customers. Therefore, the aim of the present study is to investigate the moderating role of prior brand usage on the influence of perceived Website interactivity on brand relationship quality and brand image. Results of an empirical study (n=133) showed that Website interactivity had a positive influence on participants’ brand relationship quality and brand image. This effect was stronger for people who do not use the brand regularly than for people with high levels of brand usage. Thus, interactivity is more important for building relationships than for maintaining relationships online.

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Authors and Affiliations

  1. The Amsterdam School of Communication Research ASCoR, University of Amsterdam, Kloveniersburgwal 48, 1012 CX, Amsterdam, The Netherlands

    Hilde A M Voorveld, Guda van Noort & Meryl Duijn

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  1. Hilde A M Voorveld
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  2. Guda van Noort
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  3. Meryl Duijn
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Correspondence to Hilde A M Voorveld.

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3recently graduated Cum Laude at the Graduate School of Communication at the University of Amsterdam. She is now working as an online marketer.

Appendices

Appendix A

Table A1

Table A1 Items used to measure brand relationship quality (Source: Chang and Chieng, 2006)
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Appendix B

Table B1

Table B1 Items used to measure perceived Website interactivity (Source: Liu, 2003 and Song and Zinkhan, 2008)
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Voorveld, H., van Noort, G. & Duijn, M. Building brands with interactivity: The role of prior brand usage in the relation between perceived website interactivity and brand responses. J Brand Manag 20, 608–622 (2013). https://doi.org/10.1057/bm.2013.3

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