dc.contributor.author | Thorbjørnsen, Helge | |
dc.contributor.author | Supphellen, Magne | |
dc.contributor.author | Nysveen, Herbjørn | |
dc.contributor.author | Pedersen, Per Egil | |
dc.date.accessioned | 2015-09-08T12:11:10Z | |
dc.date.accessioned | 2015-09-21T08:12:13Z | |
dc.date.available | 2015-09-08T12:11:10Z | |
dc.date.available | 2015-09-21T08:12:13Z | |
dc.date.issued | 2002 | |
dc.identifier.citation | Journal of Interactive Marketing 2002, 16(3) | |
dc.identifier.issn | 1520-6653 | |
dc.identifier.uri | http://hdl.handle.net/11250/300816 | |
dc.description | - | |
dc.description.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. | |
dc.language.iso | nob | |
dc.title | Building Brand Relationships Online: A Comparison of Two Interactive Applications | |
dc.title.alternative | Building Brand Relationships Online: A Comparison of Two Interactive Applications | |
dc.type | Journal article | |
dc.date.updated | 2015-09-08T12:11:10Z | |
dc.identifier.cristin | 702619 | |