Title: Internet users' attitude and behavioural intention on ebranding

Authors: Kelvin Lee, Kenneth E. Miller

Addresses: Department of Food and Tourism Management, Manchester Metropolitan University, Old Hall Lane Manchester M14 6HR, UK. ' School of Marketing, University of Technology, Sydney, P.O. Box 123, Broadway NSW 2007, Australia

Abstract: The purpose of this paper is to empirically examine the effect of internet users| general attitude towards internet advertising and level of product involvement on their attitudes and behaviour. In this study, three banner advertisements and corporate websites of varying creative content and message appeal were used. Data was gathered through an online survey with a sample size of 245 respondents. The Covariance Structural Modelling results show that general attitude towards internet advertising and level of product involvement has a positive impact on users| attitudes (site and brand) and behavioural intention. The results show that the extent to which users perceive a corporate website is customised from information derived from their individual-level differences and is influenced by their general attitude towards internet advertising and level of involvement.

Keywords: e-branding; internet advertising; perceived website customisation; product involvement; brand attitude; site attitudes; behavioural intention; internet marketing; banner advertisements; corporate websites.

DOI: 10.1504/IJIMA.2006.012687

International Journal of Internet Marketing and Advertising, 2006 Vol.3 No.4, pp.335 - 354

Published online: 08 Mar 2007 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article