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2007
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Brand awareness and the evaluation of search results

9 years 10 months ago
Brand awareness and the evaluation of search results
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. Categories and Subject Descriptors H.3.3 [1] Information Search and Retrieval...
Bernard J. Jansen, Mimi Zhang, Ying Zhang
Added 21 Nov 2009
Updated 21 Nov 2009
Type Conference
Year 2007
Where WWW
Authors Bernard J. Jansen, Mimi Zhang, Ying Zhang
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