Cyberbranding: Brand Building in the Digital Economy

Privacy, Fraud, and Other Internet Issues

Information on the Internet is obtained on consumers who are willing to fill out user registration questions before making a purchase or viewing areas of a Web site. Most companies require consumers to give this information, and in some cases it is necessary to divulge personal information to receive a login and password before accessing a site. Companies are looking to learn more about their visitors—name, e-mail address, street address, telephone number (optional), salary, profession, etc. This voluntary information is utilized to respond to a consumer’s requests, customize the shopping experience, and improve overall communication between the user and online brand.

Then there’s the information that ...