A Holistic Framework of Corporate Website Favourability

This paper extends the current knowledge of corporate website favourability (CWF) bydeveloping a comprehensive conceptual model of its influence on corporate image, corporatereputation, loyalty and identification. The paper reviews previous studies on corporatewebsites from the perspectives of marketing, management, corporate identity and corporatevisual identity in order to inform our understanding of the antecedents and consequences ofCWF. The propositions and the conceptual framework present an approach by which acorporation can design and manage a favourable corporate website. A number of importantcontributions are offered: First, the paper adds to the understanding of CWF; second, itdiscusses the antecedents of CWF by drawing upon the existing literature; third, it is beneficial for practitioners in shaping CWF strategies, and fourth, it offers possibleconsequences of CWF and provides a framework for future testing.