Brand building needs to be redefined or reconstructed in the context of Internet environment. This study uses the term ＂Web Brand Attribute (WBA)＂ to denote the Web-specific brand attributes perceived by Web site customers and then to identify its Web branding potential. The content of WBA is different from the traditional concept of brand attribute in the brick-and -mortar world. Based on the viewpoints of Web customer experience, this paper define the WBA as those distinctive characteristics of a Web site, which are intrinsic to it or attached to it, and represent the experiential value that can characterize better brand experience and brand loyalty with its customers over other Web sites. We also develop the multidimensionality of WBA, namely information search, flow state, transaction, and personalization attribute, which provide an integrated framework to unify previous studies of Web site attributes. It is important to note that the flow state attribute is a Web-specific concept and the personalization attribute can be contrast to the image attribute in the physical store environment. For building a strong Web site brand, this article propose a set of propositions to identify the critical factors and relations one can create or manipulate to facilitate its Web branding in the Internet environment. Finally, some discussions and future research suggestions are also included.
