The purpose of this paper is to explore, reconcile and depict corporate website favorability (CWF), its antecedents and consequences in the financial setting in the UK and Russia context. To achieve the goals of this study, the research adopted a mixed method research design by using a survey, which is supported by insights from in-depth interviews and focus group discussions. Exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and Structural equation modeling (SEM) were applied to gain insight into the various influences and relationships. The paper develops and empirically validates the framework of CWF antecedents and consequences. The paper indicates essential guidance for cross-functional managers and designers regarding the integrated and holistic practice of building favorable corporate websites as part of the corporate identity management. The paper adds to the understanding of CWF and discusses the antecedents of CWF by drawing upon the existing literature. Furthermore, it offers possible consequences of CWF and provides a framework for future testing.

Introduction

Today’s global environment is becoming predominantly online and visual oriented (Foroudi, Melewar, & Gupta, 2014; Foroudi, 2019). The major global companies communicate and shape their corporate identity across countries via their corporate websites (Abdullah, Nordin, & Abdul Aziz, 2013; Booth & Matic, 2011; Halliburton & Ziegfeld, 2009; Topalian, 2003). According to Opoku, Abratt, and Pitt (2006), the corporate website is a critical element of the corporate identity, and it must be managed well. For companies “nowadays, the websites tell much about what we do as a company, how we strive to change the world” (Nguyen et al., 2016, p. 15). Therefore, the corporate website is a primary vehicle for corporate visual identity and plays an essential role in the way that an organization portrays itself to internal and external stakeholders (Chen & Wells, 1999; Melewar & Karaosmanoglu, 2006; Van den Bosch, Elving, & de Jong, 2006). Building a favorable corporate website is one of the main facets of corporate visual identity, in line with the name, a symbol and/or logo, typography, color, or slogan; it is a way to reveal corporate identity in a visual manner (Ageeva, Melewar, Foroudi, Dennis, & Jin, 2018; Foroudi, Dinnie, Kitchen, Melewar, & Foroudi, 2017; Van den Bosch et al., 2006).