Drivers of intention to revisit the websites of well-known companies - Therole of corporate brand loyalty

Due to the increasing importance of the internet as a channel of marketing and distribution, companies are now concerned with the question of how to d esign attractive websites. Correspondingly, market researchers have started to examine the determinants of attitudes towards websites and potential re asons for consumers visiting or rejecting to visit the sites of companies. Several drivers of attitudes and intentions have been identified. In this a rticle, we focus on the importance of the corporate brand in studies of web sites for well-known companies. The underlying assumption is that the inten tion to revisit a website is decided on much broader a basis than the attri butes of the site. Specifically, we hypothesise that affective brand loyalt y is a powerful determinant of intentions to revisit the website of an airl ine company besides attitudes towards the site per se. This contention is e mpirically tested and supported by a study of the SAS company.