Brand equity: the halo effect measure

European Journal of Marketing - 1995
LanceLeuthesser1, Chiranjeev S.Kohli1, Katrin R.Harich1
1California State University‐Fullerton, Fullerton, California, USA.

Tóm tắt

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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Tài liệu tham khảo

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European Journal of Marketing

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