Consumers’ responses to brand websites: An interdisciplinary review

Purpose - The aims of this paper are to provide an integrated literature review of factors influencingconsumers’ responses to brand websites; to describe the state of research in the past ten years; and togive an overview of the theories used in brand website studies.

Design/methodology/approach - Using a vote-counting procedure, 736 findings from 50 empiricalstudies are synthesized. In a vote-counting analysis the number of positive and negative significantrelations between the same two variables is compared to the number of non-significant relationships.

Findings - The analysis reveals which person-related factors (e.g. involvement or flow) andwebsite-related factors (e.g. usability or interactivity) influence responses to websites and brands. Toexplain such responses many studies integrate new theoretical concepts (e.g. interactivity ortelepresence) into traditional theories. Furthermore, the review shows that the current state of researchis limited by the use of forced exposure, student samples and the measurement of affective responses.

Practical implications - The present study investigates an increasingly popular approach topromote brands at the internet: the use of brand websites. The study gives insight into factorsinfluencing the effectiveness of these websites. Marketers can use this knowledge to improve theeffectiveness of their websites.

Originality/value - The paper provides a valuable contribution to the literature on brand websites.The paper can form the basis for future research on this topic