Emeritus Professor of Marketing
Branding websites can play an important role in enhancing constructing brand-customer relationship. Such websites are to be considered as other electronic interfaces, and man-machine literature makes sense here.This research proposes to go beyond a mere “simple-effects” approach, and studies an affective approach persuasion route, complementing previous researches measuring either simple effects, or effects via a more cognitive route of persuasion. An experiment is presented, and commented.It is shown that IEVAs (Internet Embodied Virtual Agents) have effects on affective reactions and through those, on website stickiness, through an affective route. Research contributions, limitations and research avenues are finally commented.