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Building Brand Relationships Online: A Comparison of Two Interactive Applications

Thorbjørnsen, Helge; Supphellen, Magne; Nysveen, Herbjørn; Pedersen, Per Egil
Journal article, Peer reviewed
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URI
http://hdl.handle.net/11250/299131
Date
2002
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  • Articles (SOL) [143]
Original version
Journal of Interactive Marketing 2002, 16(3):17-34   10.1002/dir.10034
Abstract
Due to its potential for interactive communication, the Internet is considered a promising tool for relationship marketing. In this study, two of the most common applications for interactive communication - personalized websites and customer communities - were experimentally compared for their ability to develop consumer-brand relationships as measured by the Brand Relationship Quality (BRQ) framework of Fournier (1998). Moreover, the moderating role of Internet experience was investigated.
Description
-This is the author's version of the article:"Building brand relationships online:A comparison of two interactive applications" Journal of Interactive Marketing, Volume 16, Issue 3, pages 17–34, Summer 2002.
Publisher
John Wiley & Sons, Inc.
Journal
Journal of Interactive Marketing

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