Perhaps its holiday marketing campaign has paid off: eBay had one of the most improved "value" perception scores of U.S. brands in November 2009, according to YouGov's BrandIndex, the only daily consumer perception research service of brands.

YouGov's BrandIndex interviews 5,000 people each weekday from a representative US population sample, more than 1.2 million interviews per year. Respondents are drawn from an online panel of more than 1.5MM individuals. Margin of error is a very accurate +/- 2%.

A score can range from 100 to -100 and is compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback. For value score, respondents are asked: "Does it give good value for what you pay?"

It's not certain what's driving the improvement in November. eBay kicked off an advertising campaign in November to attract holiday shoppers, but had a major search outage on November 21.

eBay has been focusing on Daily Deals to drive bargain-minded consumers for some time, and in the fall began pushing discounted designer fashion with the launch of its Fashion Vault and relationships with fashion designers.