Building Brand Relationships Online: A Comparison of Two Interactive Applications

-This is the author's version of the article:"Building brand relationships online:A comparison of two interactive applications" Journal of Interactive Marketing, Volume 16, Issue 3, pages 17–34, Summer 2002.Due to its potential for interactive communication, the Internet is considered a promising tool for relationship marketing. In this study, two of the most common applications for interactive communication - personalized websites and customer communities - were experimentally compared for their ability to develop consumer-brand relationships as measured by the Brand Relationship Quality (BRQ) framework of Fournier (1998). Moreover, the moderating role of Internet experience was investigated