Brand Attitudes and Search Engine Queries |
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| Affiliation: | 1. Brigham Young University, United States;2. Drexel University, United States;3. Google, United States;1. Economics Department, University of Maryland, College Park, United States;2. Universidad Pública de Navarra, Campus de Arrosadia, Pamplona, Spain;1. Rotman School of Management, University of Toronto, 105 St. George Street, Toronto, ON M5S 3E6, Canada;2. Marshall School of Management, University of Southern California, 3670 Trousdale Pkwy, Los Angeles, CA 90089, United States;3. China Europe International Business School (CEIBS), Shanghai, China;1. Sawyer Business School, Suffolk University, Boston, United States;2. Quinlan School of Business, Loyola University Chicago, United States;3. Isenberg School of Management, University of Massachusetts, Amherst, United States;1. Department of Business and Public Administration, University of Cyprus, Kallipoleos 75, P.O. Box 20537, CY-1678 Nicosia, Cyprus;2. King''s Business School, King’s College London, Bush House, 30 Aldwych, London WC2B 4BG, United Kingdom;3. Collins College of Business, University of Tulsa, 800 S. Tucker Drive, Tulsa, OK 74104, United States;4. Institute for International Marketing Management, Vienna University of Economics and Business, Building D2, Entrance A, 2nd floor, 1020 Vienna, Austria;1. Cass Business School, United Kingdom;2. Imperial College Business School, United Kingdom;1. School of Business Administration, Philadelphia University, PA, 19144, United States;2. The College of Business, University of Nevada, Reno, 11664 N. Virginia Street, Reno, NV 89557, United States;3. Industrial Engineering Department, University of Chile, Republica 701, Santiago, Chile |
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| Abstract: | Search engines record the queries that users submit, including a large number of queries that include brand names. This data holds promise for assessing brand health. However, before adopting brand search volume as a brand metric, marketers should understand how brand search relates to traditional survey-based measures of brand attitudes, which have been shown to be predictive of sales. We investigate the relationship between brand attitudes and search engine queries using a unique micro-level data set collected from a panel of Google users who agreed to allow us to track their individual brand search behavior over eight weeks and link this search history to their responses to a brand attitude survey. Focusing on the smartphone and automotive markets, we find that users who are actively shopping in a category are more likely to search for any brand. Further, as users move from being aware of a brand to intending to purchase a brand, they are increasingly more likely to search for that brand, with the greatest gains as customers go from recognition to familiarity and from familiarity to consideration. Additionally, users that own and use a particular automotive or smartphone brand are much more likely to search for that brand, even when they are not in market suggesting that a substantial volume of brand search in these categories is not related to shopping or product search. We discuss the implications of these findings for assessing brand health from search data. |
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