Abstract:

In order to extend the knowledge of website communication effects this research explores how website visits, and the nature of these visits, affect brand attitude. To be able to investigate these effects, the authors developed a new methodology. The solution is to measure people's experience of the website and their brand attitude before entering the website, monitor their usage of the site and to measure their perceptions of the website and their brand attitude when leaving the site. With the help of this methodology new insights into website design and evaluation are created.