Complementing consumer magazine brands with internet extensions?

Purpose – The purpose of this paper is to increase understanding of the effects of web site extension on the parent‐magazine brand in the context of experiential goods, and to identify factors that are related to success.Design/methodology/approach – The paper focuses on the relationship between consumers' experiences on magazine web sites and their loyalty towards the print magazine.Findings – There are different ways in which the web site can complement the print version. The first mechanism is related to engaging in more frequent communication with the magazine's readers, and the second is related to consumer‐initiated interaction between other readers. In both cases something is offered that cannot be obtained from the print magazine, but is assumed to complement it.Originality/value – The paper increases understanding of brand extensions with regard to experiential goods, but more research is needed on the factors that are related to extension success.

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