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Building Online Brand Perceptual Map

机译：建立在线品牌感知图

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Many companies have launched their products or services online as a new business focus, but only a few of them have survived the competition and made profits. The most important key to an online business's success is to create "brand value" for the customers. Although the concept of online brand has been discussed in previous studies, there is no empirical study on the measurement of online branding. As Web 2.0 emerges to be critical to online branding, the purpose of this study was to measure Taiwan's major Web sites with a number of personality traits to build a perceptual map for online brands. A pretest identified 10 most representative online brand perceptions. The results of the correspondence analysis showed five groups in the perceptual map. This study provided a practical view of the associations and similarities among online brands for potential alliance or branding strategies. The findings also suggested that brand perceptions can be used with identified consumer needs and behaviors to better position online services. The brand perception map in the study also contributed to a better understanding of the online brands in Taiwan.
机译：许多公司已将在线产品或服务作为新的业务重点推出，但只有少数公司在竞争中幸存下来并获利。在线业务成功的最重要的关键是为客户创造“品牌价值”。尽管在线品牌的概念已在先前的研究中进行过讨论，但没有关于在线品牌衡量的经验研究。随着Web 2.0对在线品牌的发展变得至关重要，本研究的目的是测量具有多种个性特征的台湾主要网站，为在线品牌建立感知地图。一项预测试确定了10个最具代表性的在线品牌认知度。对应分析的结果在感知图中显示了五个组。这项研究为在线品牌之间潜在的联盟或品牌战略的关联和相似性提供了实用的观点。研究结果还表明，品牌认知可以与确定的消费者需求和行为一起使用，以更好地定位在线服务。该研究中的品牌认知图还有助于更好地了解台湾的在线品牌。

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