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Related Experiment Video

Updated: Jul 1, 2026

Spotlighting Customers' Visual Attention at the Stock, Shelf and Store Levels with the 3S Model

Spotlighting Customers' Visual Attention at the Stock, Shelf and Store Levels with the 3S Model

Published on: May 24, 2019

Building online brand perceptual map.

I-Ping Chiang¹, Chih-Ying Lin, Kaisheng M Wang

¹Graduate Institute of Information Management, National Taipei University, Taiwan, Republic of China. ipchiang@mail.ntpu.edu.tw

Cyberpsychology & Behavior : the Impact of the Internet, Multimedia and Virtual Reality on Behavior and Society

|September 13, 2008

Summary

This summary is machine-generated.

Creating strong online brand value is crucial for business success. This study measured Taiwanese websites

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Last Updated: Jul 1, 2026

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Area of Science:

Business and Marketing
Digital Strategy
Consumer Behavior

Background:

Online businesses face intense competition, with brand value being a key differentiator.
Previous research lacked empirical measurement of online branding, despite its importance.
The rise of Web 2.0 necessitates a deeper understanding of online brand perception.

Purpose of the Study:

To empirically measure online branding by assessing personality traits of major Taiwanese websites.
To construct a perceptual map of online brands in Taiwan.
To provide insights for strategic alliance and branding decisions.

Main Methods:

Utilized correspondence analysis to map online brands based on perceived personality traits.
Conducted a pretest to identify 10 representative online brand perceptions.
Analyzed major websites in Taiwan.

Main Results:

A perceptual map revealed five distinct groups of online brands.
Identified associations and similarities among online brands.
Demonstrated the utility of brand perception for positioning online services.

Conclusions:

The study offers a practical framework for understanding online brand landscapes.
Brand perception data can inform strategic marketing and partnership decisions.
The findings enhance comprehension of the online brand ecosystem in Taiwan.