Abstract: This study provides an integrated literature review of factors that influence consumers’ responses to brand websites and aims to describe the current state of research. Using a vote-counting procedure, we synthesized findings from 50 empirical studies. The analysis revealed which individual-specific factors (e.g., involvement, perceived interactivity, or flow) and execution factors (e.g., usability or interactivity) influenced perceptions of websites and brands. The review found that a large majority of the current studies used forced exposure and a homogeneous student sample. Moreover, most studies failed to measure cognitive outcomes.
Keywords: literature review, brands, consumers, websites, online advertising