Databases Reference
In-Depth Information
Antecedent
Interaction
Behavioral Outcomes
Brand Relationship
Brand Knowledge
Brand Satisfaction
Brand Awarness
Brand Attachment
Brand Image
Brand Tr ust
Figure 6.1. Conceptual model of search engine branding with antecedents, interaction, and
outcomes.
and the business. Brand attachment influences both current and future purchases.
Additionally, future purchases are influenced by current purchases.
We discuss each of these branding concepts further, as each can have a nuanced
effect on the branding of a business, product, or service. These concepts can impact
the effectiveness of a sponsored-search effort.
Potpourri
: Branding matters in Web search and sponsored search, and this has
been demonstrated empirically.
Jansen, Zhang, and Schultz [
9
] investigated the effect of a search engine's
brand on people's evaluation of the search results. They measured the effect of
search engine brand by switching the branding elements on the search engine
results page. So, the results in response to a query were the same. The only thing
that changed was what search engine the searcher thought the results came from.
The researchers report that a positive search engine brand image in the mind
of the searchers resulted in results being worth about 10-15 percentage points in
relevance rating.
In fact, the search engine brand was more influential when evaluating spon-
sored results relative to organic results.
Brand knowledge
Branding research traditionally focuses on investigation of brand knowledge. This is
conceptualized by an associative network memory model of two components:
brand
awareness
and
brand image
[
16
].
Brand awareness
is related to the strength of the brand node or trace in memory,
as reflected by consumers' ability to identify the brand under different conditions
[
17
]. Brand awareness consists of
brand recognition
and
brand recall
.
•
Brand recognition
is the consumers' ability to confirm prior exposure to the brand
when given the brand directly as a cue.
