A3 Book section, Chapters in research books
The antecedents and outcomes of online consumer brand experience (2022)

Konttinen, J., Karjaluoto, H., & Shaikh, A. A. (2022). The antecedents and outcomes of online consumer brand experience. In O. Niininen (Ed.), Contemporary Issues in Digital Marketing (pp. 49-60). Routledge. https://doi.org/10.4324/9781003093909-7

JYU authors or editors

Karjaluoto, Heikki
Shaikh, Aijaz

Publication details

All authors or editors: Konttinen, Joel; Karjaluoto, Heikki; Shaikh, Aijaz A.

Parent publication: Contemporary Issues in Digital Marketing

Parent publication editors: Niininen, Outi

ISBN: 978-0-367-55533-7

eISBN: 978-1-003-09390-9

Publication year: 2022

Publication date: 28/10/2021

Pages range: 49-60

Number of pages in the book: 188

Publisher: Routledge

Place of Publication: Abingdon

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.4324/9781003093909-7

Publication open access: Openly available

Publication channel open access: Open Access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/84454

Abstract

Websites are a remarkable cyber asset and a vital part of companies’ marketing communications and sales operations. This chapter discusses how online Consumer Brand Experience is created and affected by website qualities. We develop and test a research model concerning the antecedents and outcomes of Consumer Brand Experience with a sample of 202 respondents in Finland. The findings suggest that website appearance quality dimensions have a significant effect on evoking Consumer Brand Experience, whereas the technical quality dimension does not. Brand trust, electronic Word-of-Mouth intentions, and behavioural intentions are identified as outcomes of consumer brand experiences evoked by website appearance quality. This study supports the previous understanding of online Consumer Brand Experience as a strong predictor of brand trust, Word-of-Mouth and behavioural intentions. The results suggest that marketers and managers should emphasise their websites’ appearance quality attributes to create strong online consumer brand experiences and predict favourable behavioural and brand outcomes.

Keywords: marketing; marketing communication; websites; brands; branding; customer experience; purchase decisions