Databases Reference
In-Depth Information
Table 6.1.
Table summary of important branding constructs
Branding Component
Definition
Brand knowledge
An associative network memory model of two components: brand
awareness and brand image [
16
].
Brand awareness
Related to the strength of the brand node or trace in memory, as
reflected by consumers' ability to identify the brand under dif-
ferent conditions [
17
].
Types of brand awareness:
Brand recognition
- consumers' ability to confirm prior exposure
to the brand when given the brand directly as a cue [
16
].
Brand recall
- 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
].
Brand image
“Perceptions about a brand as reflected by the brand associations
held in consumer memory” [
16
].
Brand
relationship
Consumers tend to engage in certain types of relationships with
brands, which are similar to the personal and intimate relation-
ships consumers form with other people.
Brand
satisfaction
Exchange aspects of a relationship involve economic factors and
offer utilitarian benefits [15]. Brand satisfaction is the primary
positive result of exchange relationships.
Brand
trust
Communal aspects of a relationship involve feelings about other
people; they transcend self-interest [15]. Trust is the primary pos-
itive result of such relationships. Trust is defined as the perception
of confidence in the exchange partner's future actions [29].
Brand
commitment
“An enduring desire to maintain a valued relationship” [33, p. 316].
is based on both the user's perception of the particular search engine and the user's
perception of the aspects of that particular link (i.e., rank, title, summary, URL). This
influences the evaluation of a given link as relevant or not relevant. There is also an
element of trust in terms of whether the link is sponsored or not, as shown by research
[
8
]. Koufaris and Hampton-Sosa perceived company reputation and the willingness
to customize products and services can significantly affect initial trust [
47
].
•
Stage 4 -
Perception of landing page
: The fourth element of branding concerns
the land page itself. While stages one, two, and three depend on the overall view
of a search engine, this fourth stage of branding appears to depend solely on the
Web site itself in terms of content, trust, professional appearance, ease of use, and
brand knowledge. There appears to be very little carryover of any search engine
brand on the evaluation of the Web sites once the user departs from the search
engine. The impact is that once the search engine - any search engine - gets the
user to the Web site, the branding of the search engine has little effect on bringing
value (i.e., achieving the Web site's goals for visitors, such as executing a transac-
tion) to the Web site itself.
The implication for advertisers is clear - branding on the Web is a multistage issue.
The brand of the major search engine that the advertiser advertises on carries certain
