The effect of brand on the evaluation of websites

Abstract

The effect of brand on consumer attitudes towards real and virtual goods is largely documented in consumer psychology and marketing. There is an obvious link between the design of a website and its brand. Yet, this effect has attracted little attention from the HCI community. This paper presents empirical evidence showing that brand attitude influences the evaluation of websites. The effect was reliable across different measures: people holding better attitudes were more positive in the evaluation of aesthetics, pleasure and usability. A sample of students (N=145) with a background in HCI was tested, suggesting that brand may influence the output of expert evaluators. The study provides support to the proposition of UX as a contextual-dependent response to the interaction with computing systems and has important implications for the design and evaluation of websites which are discussed in the conclusion. © 2009 Springer Berlin Heidelberg.