Author:
Leuthesser Lance,Kohli Chiranjeev S.,Harich Katrin R.
Abstract
The halo effect is a systematic bias in attribute ratings resulting
from raters′ tendency to rely on global affect rather than carefully
discriminating among conceptually distinct and potentially independent
brand attributes. Traditionally, researchers have regarded the halo
effect as a source of measurement error to be avoided. Discusses how
halo measurement can serve as a useful indicator of brand equity. Uses
consumer rating data in three categories of commonly purchased household
products to demonstrate the approach.
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