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.
Research Papers
A new dimension of Internet research
Catalogue: The Worldwide Internet Seminar 1998
Authors: Rolf Pfleiderer, Johan Gente
Company: Burke, Inc.
June 15, 1998
Research Papers
Beyond online advertising
Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home
Author: Laurent Florès
Company: MetrixLab
June 20, 2005
Research Papers
The impact of online behavioural patterns on measuring campaign performance
Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home
Author: Maciej Milewski
 
June 20, 2005
