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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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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 ...

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