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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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Turning the Tables on the Trackers

But what about the customers’ perspectives, knowing at any time they are being followed and that their Web site habits are stringently analyzed? How should customers feel knowing that the Internet “System” is at work, following their every move? Even if the profiling is on the “up-and-up” and respects privacy issues, consumers are still skeptical about being tracked for the sole purpose of allowing cyberbrands to get them to spend money (the negative attitude that conveys, “It’s about the money and not the cyberbrand experience”). As a result, there are also companies online that specialize in “permission based personalization software that enables ebusinesses to deliver webwide profiling with built-in consumer ...

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