Brand equity: the halo effect measure
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.
Keywords
Citation
Leuthesser, L., Kohli, C.S. and Harich, K.R. (1995), "Brand equity: the halo effect measure", European Journal of Marketing, Vol. 29 No. 4, pp. 57-66. https://doi.org/10.1108/03090569510086657
Publisher
:MCB UP Ltd
Copyright © 1995, MCB UP Limited