WEB SITE BRAND ATTRIBUTES AND E-SHOPPER LOYALTY - A Comparative Study of Spain and Scotland

Sandra Loureiro, Silvina Santana

Abstract

This study examines the impact of web site brand personality, web site brand association, web site brand image, and web site brand relationship on e-shopper loyalty to the web site. The model was estimated on data from consumers of online products in Spain and Scotland using PLS technique. The findings suggest that web site brand association and web site brand personality are good predictors of web site brand image. However, web site brand image does not explain the intention of Spanish students to recommend a web site and to use it to by again.

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Paper Citation


in Harvard Style

Loureiro S. and Santana S. (2010). WEB SITE BRAND ATTRIBUTES AND E-SHOPPER LOYALTY - A Comparative Study of Spain and Scotland . In Proceedings of the 6th International Conference on Web Information Systems and Technology - Volume 2: WEBIST, ISBN 978-989-674-025-2, pages 257-262. DOI: 10.5220/0002783302570262


in Bibtex Style

@conference{webist10,
author={Sandra Loureiro and Silvina Santana},
title={WEB SITE BRAND ATTRIBUTES AND E-SHOPPER LOYALTY - A Comparative Study of Spain and Scotland},
booktitle={Proceedings of the 6th International Conference on Web Information Systems and Technology - Volume 2: WEBIST,},
year={2010},
pages={257-262},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0002783302570262},
isbn={978-989-674-025-2},
}


in EndNote Style

TY - CONF
JO - Proceedings of the 6th International Conference on Web Information Systems and Technology - Volume 2: WEBIST,
TI - WEB SITE BRAND ATTRIBUTES AND E-SHOPPER LOYALTY - A Comparative Study of Spain and Scotland
SN - 978-989-674-025-2
AU - Loureiro S.
AU - Santana S.
PY - 2010
SP - 257
EP - 262
DO - 10.5220/0002783302570262