| Titre | Impact of the website experience on brand trust: Central role of mental imagery | |
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| Auteur | Imed Ben Nasr, Yousra Hallem, Ibtissame Abaidi, Lubica Hikkerova | |
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Revue | Gestion 2000 |
| Numéro | Volume 40, 2023/1 | |
| Page | 165-188 | |
| Résumé anglais |
This research studies the role that the mental images experienced by the Internet user after visiting a brand's website can play on their trust towards this brand. In this framework, the determining roles of the attitude towards the brand and the website's imagery value, as a mediator, and that of the satisfaction related to the website are taken into consideration. The results of the research highlight the significant influences of the vividness, valence and mental image elaboration dimensions on the credibility, integrity and benevolence dimensions of brand trust. Source : Éditeur (via Cairn.info) |
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| Article en ligne | https://www.cairn.info/article.php?ID_ARTICLE=G2000_401_0165 (accès réservé) |
