Abstract:This study explores changes in a set of brand considerations as a result of web search strategies. Survey and personal computer log data of car buyers were used to identify online information search behavior for brands and products. Through this study, we found that higher frequencies of brand searching are associated with how much consumer-initiated sites and third-party-initiated sites are used, while lower frequencies of brand searching are only related to how much brand-initiated websites are used. We also… Show more
Since the appearance of the Internet, many traditional businesses have been transformed, across the areas of shopping, advertising, education, entertainment, and more [...]
Since the appearance of the Internet, many traditional businesses have been transformed, across the areas of shopping, advertising, education, entertainment, and more [...]
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