Drivers of Intention to Revisit the Websites of Well-Known Companies: The Role of Corporate Brand Loyalty

Abstract

Due to the increasing importance of the internet as a channel of marketing and distribution, companies are now concerned with the question of how to design attractive websites. Correspondingly, market researchers have started to examine the determinants of attitudes towards websites and potential reasons for consumers visiting or rejecting to visit the sites of companies. Several drivers of attitudes and intentions have been identified. In this article, we focus on the importance of the corporate brand in studies of websites for well-known companies. The underlying assumption is that the intention to revisit a website is decided on much broader a basis than the attributes of the site. Specifically, we hypothesise that affective brand loyalty is a powerful determinant of intentions to revisit the website of an airline company besides attitudes towards the site per se. This contention is empirically tested and supported by a study of the SAS company.