Brand Positioning Strategy Using Search Engine Marketing
Brand Positioning Strategy Using Search Engine Marketing
About this item
Full title
Author / Creator
Dou, Wenyu , Lim, Kai H. , Su, Chenting , Zhou, Nan and Cui, Nan
Publisher
Minneapolis: Management Information Systems Research Center, University of Minnesota
Journal title
Language
English
Formats
Publication information
Publisher
Minneapolis: Management Information Systems Research Center, University of Minnesota
Subjects
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Scope and Contents
Contents
Whether and how firms can employ relative rankings in search engine results pages (SERPs) to differentiate their brands from competitors in cyberspace remains a critical, puzzling issue in e-commerce research. By synthesizing relevant literature from cognitive psychology, marketing, and e-commerce, this study identifies key contextual factors that...
Alternative Titles
Full title
Brand Positioning Strategy Using Search Engine Marketing
Authors, Artists and Contributors
Author / Creator
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Primary Identifiers
Record Identifier
TN_cdi_proquest_journals_500028632
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_500028632
Other Identifiers
ISSN
0276-7783
E-ISSN
2162-9730
DOI
10.2307/20721427
