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Abstract
Evidence shows that the internet has become a more powerful medium than the traditional mass media with the potential of developing even further. Interestingly, research regarding the management of brand power by internet service providers (ISP) is scarce at best. In order to fill this gap, this study investigates the relationships among brand image, brand awareness, brand trust, brand preference, and customer perceived value among the main ISPs in northern Taiwan. Findings reveal that the essence of branding (i.e., brand awareness and brand trust) is the forerunner of brand choice for ISP services. Moreover, the relative impact of brand awareness and brand trust on brand preference is also identified. Further, customer perceived value of internet service with respect to different brands varies considerably. Managerial implications and suggestions for future research are discussed in this paper.