User reactions to search engines logos: investigating brand knowledge of web search engines
نویسندگان
چکیده
منابع مشابه
User reactions to search engines logos: investigating brand knowledge of web search engines
In this work, we investigate consumer reaction to web search engine logos. Our research is motivated by a small number of search engines dominating a market in which there are little switching costs. The major research goal is to investigate the effect that brand logos have on search engine brand knowledge, which includes brand image and brand awareness. To investigate this goal, we employ a su...
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ژورنال
عنوان ژورنال: Electronic Commerce Research
سال: 2012
ISSN: 1389-5753,1572-9362
DOI: 10.1007/s10660-012-9101-0