Building Brand Relationships Online: A Comparison of Two Interactive Applications
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Original versionJournal of Interactive Marketing 2002, 16(3)
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.