Does Branding Need Web Usability? A Value-Oriented Empirical Study

  • Davide Bolchini
  • Franca Garzotto
  • Fabio Sorce
Part of the Lecture Notes in Computer Science book series (LNCS, volume 5727)


Does usability of a web-based communication artifact affect brand, i.e., the set of beliefs, emotions, attitudes, or qualities that people mentally associate to the entity behind that artifact? Intuitively, the answer is “yes”: usability is a fundamental aspect of the quality of the experience with a website, and a “good” experience with a “product” or its reifications tends to translate into “good” brand perception. To date, however, the existence of a connection between web usability and brand perception is shown through anecdotic arguments, and is not supported by published systematic research. This paper discusses a study that empirically investigates this correlation in a more rigorous, analytical, and replicable way. Our main contribution is twofold: on the one hand, we provide empirical evidence to the heuristic principle that web usability influences branding, and we do that through four between subjects controlled experiments that involved 120 subjects. On the other hand, we inform the study with a systematic value-oriented approach to the user experience, and thus provide a conceptual framework that can be reused in other experimental settings, either for replicating our study, or for designing similar studies focusing on the correlation of web branding vs. design factors other than usability.


brand usability value-centered approach web application communication goal empirical study inspection 


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Copyright information

© IFIP International Federation for Information Processing 2009

Authors and Affiliations

  • Davide Bolchini
    • 1
  • Franca Garzotto
    • 2
  • Fabio Sorce
    • 2
  1. 1.School of Informatics (IUPUI)Indiana UniversityIndianapolisU.S.A.
  2. 2.HOC Lab – Department of Electronics and InformationPolitecnico di MilanoMilanoItaly

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