Building brands with interactive websites? The influence of perceived interactivity and prior brand experience on brand relationship and brand image

Although the literature on effects of website interactivity is rapidly evolving, thus far, hardly any studies have investigated whether interactivity is capable of building brands. Therefore, the aim of the present study is to investigate the influence of perceived interactivity on brand relationship quality and brand image, and to investigate the moderating role of prior brand experience. Results of an empirical study showed that website interactivity had a positive influence on participants’ brand relationship and brand image. This effect was stronger for people that do not use the brand regularly than for people with high levels of brand experience. Thus, interactivity is more important for building relationships than for maintaining relationships.