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The Effects of the Meaningfulness of Salient Brand and Product-Related Text and Graphics on Web Site Recognition

Mu, Enrique and Galletta, Dennis F (2007) The Effects of the Meaningfulness of Salient Brand and Product-Related Text and Graphics on Web Site Recognition. Journal of Electronic Commerce Research, 8 (2). 115 - 127. ISSN 1526-6133

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Building on the associative strength of memory theory and previous studies on the effects of brand name suggestiveness on advertising effectiveness, two salient elements in a business web page, pictures (such as logos or graphics) and words (such as brand or product names), were examined in three experiments. Web sites where salient pictures and words had business meaning suggestive of brand or product benefits were found to have the highest recognition, while web sites with salient pictures and words without either business or dictionary meaning were found to have the lowest recognition. These results suggest the importance of using salient brand and product-related names, pictures, and media content in general suggestive of the product benefits to increase web site recognition and the likelihood of a repeat visit.


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Item Type: Article
Status: Published
CreatorsEmailPitt UsernameORCID
Mu, Enriqueenriquem@pitt.eduENRIQUEM
Galletta, Dennis FGALLETTA@pitt.eduGALLETTA
Date: 2007
Date Type: Publication
Access Restriction: No restriction; Release the ETD for access worldwide immediately.
Journal or Publication Title: Journal of Electronic Commerce Research
Volume: 8
Number: 2
Publisher: Information Systems Department, College of Business Administration, California State University at Long Beach
Page Range: 115 - 127
Institution: University of Pittsburgh
Schools and Programs: College of Business Administration > Business Administration
Refereed: Yes
Uncontrolled Keywords: web, advertising, corporate, web, sites, web, site, recognition, web, brand, names, web, product, names
ISSN: 1526-6133
Official URL:
Article Type: Research Article
Additional Information: Permission to view the full-text article is subject to the publisher's access restrictions.
Date Deposited: 28 Aug 2012 21:32
Last Modified: 02 Aug 2022 18:47


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