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首页> 外文期刊>International Journal of Internet Marketing and Advertising >Consistency between brand image and website image: Does it matter?
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Consistency between brand image and website image: Does it matter?

机译：品牌形象和网站形象之间的一致性：重要吗？

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摘要

This research examines how the perception of consistency between brand image and website image affects brand attitude. With the massive development of the internet, most of the brick-and-mortar companies created their own website. Two prevailing strategies emerged: some companies transposed their brand with the corresponding name, image and values to the website and others created a new brand name to exist on the net. As the representation of a brand on the internet is limitless, it is not sure that brand image perceived by website visitors is consistent with their prior brand image. Results provide empirical evidence of a moderating effect of perceived consistency on the relation between website and brand attitude.
机译：这项研究研究了品牌形象和网站形象之间一致性的感知如何影响品牌态度。随着Internet的大规模发展，大多数实体公司创建了自己的网站。出现了两种流行的策略：一些公司将具有相应名称，图像和值的品牌转移到网站上，而另一些公司则创建了一个新的品牌名称以在网络上存在。由于品牌在互联网上的代表是无限的，因此不确定网站访问者感知到的品牌形象是否与他们先前的品牌形象一致。结果提供了经验证据，表明感知一致性对网站和品牌态度之间关系的调节作用。

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