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User reactions to search engines logos: investigating brand knowledge of web search engines

机译：用户对搜索引擎徽标的反应：调查网络搜索引擎的品牌知识

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摘要

In this work, we investigate consumer reaction to web search engine logos. Our research is motivated by a small number of search engines dominating a market in which there are little switching costs. The major research goal is to investigate the effect that brand logos have on search engine brand knowledge, which includes brand image and brand awareness. To investigate this goal, we employ a survey of 207 participants and use a mixed method approach of sentiment analysis and mutual information statistic to investigate our research questions. Our findings reveal that some search engines have logos that do not communicate a clear meaning, result ing in a confused brand message. Brand image varies among the top search engines, with consumers possessing generally extremely positive or negative brand opinions. Google elicited a string of positive comments from the participants, to the point of several uses of the term 'love.' This is in line with the ultimate brand equity that Google has achieved (i.e., the generic term for web search). Most of the other search engines, including Microsoft, had primarily negative terms associated with them, al though AOL, Ask, and Yahoo! had a mix of both positive and negative comments. Implications are that the brand logo may be an important interplay component with the technology for both established search engines and those entering the market.
机译：在这项工作中，我们调查了消费者对Web搜索引擎徽标的反应。我们的研究是由少数搜索引擎主导着转换成本很小的市场。主要研究目标是调查品牌徽标对搜索引擎品牌知识的影响，其中包括品牌形象和品牌知名度。为了调查这一目标，我们对207名参与者进行了调查，并使用情感分析和互信息统计的混合方法调查了我们的研究问题。我们的发现表明，某些搜索引擎的徽标传达的含义不明确，导致品牌信息混乱。顶级搜索引擎之间的品牌形象各不相同，消费者通常拥有极高的正面或负面品牌意见。 Google引起了参与者的一连串积极评论，甚至多次使用“爱”一词。这与Google所获得的最终品牌价值（即网络搜索的通用术语）一致。尽管AOL，Ask和Yahoo!等大多数其他搜索引擎（包括Microsoft）都主要具有与它们相关的否定词。既有正面评论也有负面评论。这意味着对于既有的搜索引擎和进入市场的搜索引擎而言，品牌徽标可能是与该技术相互作用的重要组成部分。

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