Brand awareness and the evaluation of search results

Bernard Jansen, Mimi Zhang, Ying Zhang

Research output: Chapter in Book/Report/Conference proceedingConference contribution

5 Citations (Scopus)

Abstract

We investigate the effect of search engine brand (i.e., the identifying name or logo that distinguishes a product from its competitors) on evaluation of system performance. This research is motivated by the large amount of search traffic directed to a handful of Web search engines, even though most are of equal technical quality with similar interfaces. We conducted a laboratory study with 32 participants to measure the effect of four search engine brands while controlling for the quality of search engine results. There was a 25% difference between the most highly rated search engine and the lowest using average relevance ratings, even though search engine results were identical in both content and presentation. Qualitative analysis suggests branding affects user views of popularity, trust and specialization. We discuss implications for search engine marketing and the design of search engine quality studies.

Original languageEnglish
Title of host publication16th International World Wide Web Conference, WWW2007
Pages1139-1140
Number of pages2
DOIs
Publication statusPublished - 2007
Externally publishedYes
Event16th International World Wide Web Conference, WWW2007 - Banff, AB, Canada
Duration: 8 May 200712 May 2007

Other

Other16th International World Wide Web Conference, WWW2007
CountryCanada
CityBanff, AB
Period8/5/0712/5/07

Fingerprint

Search engines
Marketing

Keywords

  • Brand
  • Search engines
  • Web searching

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Software

Cite this

Jansen, B., Zhang, M., & Zhang, Y. (2007). Brand awareness and the evaluation of search results. In 16th International World Wide Web Conference, WWW2007 (pp. 1139-1140) https://doi.org/10.1145/1242572.1242734

Brand awareness and the evaluation of search results. / Jansen, Bernard; Zhang, Mimi; Zhang, Ying.

16th International World Wide Web Conference, WWW2007. 2007. p. 1139-1140.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Jansen, B, Zhang, M & Zhang, Y 2007, Brand awareness and the evaluation of search results. in 16th International World Wide Web Conference, WWW2007. pp. 1139-1140, 16th International World Wide Web Conference, WWW2007, Banff, AB, Canada, 8/5/07. https://doi.org/10.1145/1242572.1242734
Jansen B, Zhang M, Zhang Y. Brand awareness and the evaluation of search results. In 16th International World Wide Web Conference, WWW2007. 2007. p. 1139-1140 https://doi.org/10.1145/1242572.1242734
Jansen, Bernard ; Zhang, Mimi ; Zhang, Ying. / Brand awareness and the evaluation of search results. 16th International World Wide Web Conference, WWW2007. 2007. pp. 1139-1140
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