This study clearly shows a significant positive impact on brand perceptions and purchase intent for luxury auto manufacturers when they master the online experience. For those that don't provide a superior online experience, they are actually damaging their brand and taking the air out of their multi-million dollar advertising campaigns.

Dr. Bonny Brown

Luxury Positive Study

Related Quotes

The Cadillac Web site really is the Cadillac of luxury auto Web. Competitors in the luxury auto industry can learn something about customer satisfaction and the online customer experience from Cadillac. They are the drive away leader.

— Dr. Bonny Brown

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Although the online channel has not traditionally been where consumers apply for cards, credit card sites and online services do have a major impact on consumer decisions. The impact of card sites on consumer decisions and behavior is steadily increasing, and card companies need to sit up and take notice.

— Dr. Bonny Brown

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There certainly is a lot of hope for all of these engines because we're still seeing people say they'll switch if they don't find what they're looking for.

— Dr. Bonny Brown

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The home page is often a very strong factor in driving future usage—things that you wouldn't think would have such a strong impact.

— Dr. Bonny Brown

DrivingFutureHome

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We saw a lot higher levels of frustration. There's a lot more room for improvement across the board.

— Dr. Bonny Brown

FrustrationImprovement

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