Building brands with interactivity: The role of prior brand usage in the relation between perceived website interactivity and brand responses

Although the literature on effects of Website interactivity is rapidly evolving, thus far, hardly any studies have investigated whether interactivity is capable of building brands and whether interactivity is important for both existing and new customers. Therefore, the aim of the present study is to investigate the moderating role of prior brand usage on the influence of perceived Website interactivity on brand relationship quality and brand image. Results of an empirical study (n = 133) showed that Website interactivity had a positive influence on participants' brand relationship quality and brand image. This effect was stronger for people who do not use the brand regularly than for people with high levels of brand usage. Thus, interactivity is more important for building relationships than for maintaining relationships online.