Please use this identifier to cite or link to this item: http://ktisis.cut.ac.cy/handle/10488/8467
Title: The mediating effect of brand personality on the relationship between online atmospherics and attitudes toward the site
Authors: Zotos, Yorgos 
Tsichla, Eirini 
Hatzithomas, Leonidas 
Boutsouki, Christina 
Keywords: Mediating effect
Brand personality
Online atmospherics
Issue Date: 2011
Source: 40th Annual Conference of the European Marketing Academy (EMAC), 2011, Ljubljana, Slovenia, 24 - 27 May
Abstract: The tremendous development of websites by a multitude of retail stores and service providers reinforced the need for optimal website design in order to attract the interest of surfers and potential consumers. This paper investigates the online atmosphere and brand personality interface. A laboratory experiment enabled the researchers to manipulate the low task relevant cues from a Museum’s website. The study findings support the positive influence of low-task relevant cues on attitudes toward the site and on surfers’ perceptions of brand personality. Moreover, the results bring to light a mediating effect of brand personality on consumers’ attitudes toward the site, suggesting a new approach regarding the examination of the particular variables.
URI: http://ktisis.cut.ac.cy/jspui/handle/10488/8467
Appears in Collections:Δημοσιεύσεις σε συνέδρια/Conference papers

Show full item record

Page view(s)

22
Last Week
0
Last month
8
checked on Aug 22, 2017

Google ScholarTM

Check


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.