Databases Reference
In-Depth Information
•
Brand recall
relates to consumers' ability to retrieve the brand when given the
product category, the needs fulfilled by the category, or some other type of probe
as a cue [
16
].
Therefore, the ultimate outcome is for a brand to be recognized and recalled by cus-
tomers, aided or unaided.
Brand image
(a.k.a. brand perception or brand opinion) is built on consumers'
brand associations and attitudes. It has been considered an integral component of
brand equity and has been widely employed in various brand equity frameworks [
16
].
However, there is less agreement on the precise definition of brand image. Keller
defined brand image as “perceptions about a brand as reflected by the brand associa-
tions held in consumer memory” [
16
].
In their study using tangible products, Esch et al. [
15
] found that brand knowledge
alone is not sufficient for building strong brands in the long term. Brand relationship
factors must be considered as well. Unlike strictly tangible goods, sponsored search
is a mix of technology and service (i.e., tangible and intangible). Hence, it is possible
that branding effects might differ in this context due to a higher level of uncertainty
and risk.
Potpourri
: Once a brand image has formed in a person's mind, it is rather diffi-
cult to change. This can be a good thing if your brand image is positive, as your
company will often get the benefit of the doubt. However, it can be a bad thing if
your company falls into a negative brand image.
The theoretical basis for this is framing, a social theory. A frame is schema for
interpretation that folks rely on to place meaning and understanding on life events.
Why do folks do this? It is easier than figuring things out from scratch each
time, which is another manifestation of the principle of least effort. Usually, fram-
ing works fine for us.
There is a social aspect to framing when it takes on a social construction. This
helps explain why certain companies can benefit from the bandwagon effect,
which is where people often believe or do things just because other people believe
or do things.
The bandwagon effect influences Web searching and sponsored search. It their
study, Jansen and McNeese [
18
] asked study participants why they used a certain
search engine. One of the most frequent answers was because 'it is popular.”
Brand relationship
Direct effects mean a straight relationship between brand knowledge and behaviors.
The more brand knowledge consumers have, the higher the possibility that they will
make a purchase.
Indirect effects suggest another path between brand knowledge and future behav-
iors, which has the brand relationship as a mediator. Online businesses pursue vari-
ous means in developing this relationship, even down to approaches in how to say
thank you to a customer [
19
].
