Brand awareness and the evaluation of search results

Bernard J. Jansen, Mimi Zhang, Ying Zhang

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

5 Scopus citations

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 (US)
Title of host publication16th International World Wide Web Conference, WWW2007
Pages1139-1140
Number of pages2
DOIs
StatePublished - Oct 22 2007
Event16th International World Wide Web Conference, WWW2007 - Banff, AB, Canada
Duration: May 8 2007May 12 2007

Publication series

Name16th International World Wide Web Conference, WWW2007

Other

Other16th International World Wide Web Conference, WWW2007
CountryCanada
CityBanff, AB
Period5/8/075/12/07

All Science Journal Classification (ASJC) codes

  • Computer Networks and Communications
  • Software

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    Jansen, B. J., 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). https://doi.org/10.1145/1242572.1242734