A branding model for web search engines

  title={A branding model for web search engines},
  author={Lu Zhang and Bernard Jim Jansen and Anna S. Mattila},
  journal={International Journal of Internet Marketing and Advertising},
In this research, we conduct a comprehensive investigation of branding of web search engines, examining the effects brand image, brand knowledge, and brand relationship. Our research aim is to investigate the effect of brands on users' perception of search engine performance in order to provide insights on search engines as services in this unique marketplace. We use a survey of 207 participants for data collection and structural equation modelling. Our findings revealed users' brand… 

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