Brand Positioning Strategy Using Search Engine Marketing1
研究企业如何利用搜索引擎结果页中的相对排名来差异化品牌，发现当用户对排名顺序的隐含信念被激活时，会更好记住并更积极评价排名靠前的未知品牌。
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 are conducive for creating brand positioning online via SERPs. In two experiments, the authors establish that when Internet users’ implicit beliefs (i.e., schema) about the meaning of the display order of search engine results are activated or heightened through feature priming, they will have better recall of an unknown brand that is displayed before the well-known brands in SERPs. Further, those with low Internet search skills tend to evaluate the unknown brand more favorably along the particular brand attribute that activates the search engine ranking schema. This research has both theoretical and practical implications for under- standing the effectiveness of search engine optimization techniques.