Brand equity: the halo effect measure
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 me...
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| Veröffentlicht in: | European journal of marketing 1995-04, Vol.29 (4), p.57-66 |
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| container_end_page | 66 |
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| container_issue | 4 |
| container_start_page | 57 |
| container_title | European journal of marketing |
| container_volume | 29 |
| creator | Leuthesser, Lance Kohli, Chiranjeev S Harich, Katrin R |
| description | 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. |
| doi_str_mv | 10.1108/03090569510086657 |
| format | Article |
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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
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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.</description><subject>Attitudes</subject><subject>Brand choice</subject><subject>Brand differentiation</subject><subject>Brand equity</subject><subject>Case studies</subject><subject>Consumer attitudes</subject><subject>Consumer behavior</subject><subject>Consumer marketing</subject><subject>Consumer preferences</subject><subject>Consumers</subject><subject>Decision making</subject><subject>Halo effect</subject><subject>Household products</subject><subject>Marketing</subject><subject>Marketing research</subject><subject>Ratings & rankings</subject><subject>Statistical analysis</subject><subject>Studies</subject><issn>0309-0566</issn><issn>1758-7123</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>1995</creationdate><recordtype>article</recordtype><sourceid>K30</sourceid><sourceid>AFKRA</sourceid><sourceid>AZQEC</sourceid><sourceid>BENPR</sourceid><sourceid>CCPQU</sourceid><sourceid>DWQXO</sourceid><sourceid>GNUQQ</sourceid><recordid>eNqN0d1vFCEQAHBiNPGs_gG-bTT61FUGDob1rb3UatPUFz8eCQdDu3U_rrCb2P--XM5oYs-k4YGE-Q0zMIy9BP4OgJv3XPKGK90o4NxorfARWwAqUyMI-ZgttvG6AP2UPcv5mvOSJXHB3hwnN4SKbuZ2uv1QTVdUXblurChG8lPVk8tzoufsSXRdphe_9wP27ePJ19Wn-vzL6efV0XntpcamDkaiDmSaddCITQTDl0F6EEgGJGEwBgUXGoLzCjSHEL03qllzWHvu1vKAvd3du0njzUx5sn2bPXWdG2icsy2PQEBoCnz1D7we5zSU3qyQyGGJKAp6_T8EEkAYqZQp6nCnLl1Hth3iOCXnL2mgVD5ioNiW4yNALUBKXni9h5cVqG_9Pg8779OYc6JoN6ntXbq1wO12dPbe6P7WaPNEv_4kuPTTapSo7PKHsKvjM3MBpxf2e_F856nfNh0eVOJwf8o9ajchyjtvJbEV</recordid><startdate>19950401</startdate><enddate>19950401</enddate><creator>Leuthesser, Lance</creator><creator>Kohli, Chiranjeev S</creator><creator>Harich, Katrin R</creator><general>MCB UP Ltd</general><general>Emerald Group Publishing, Ltd</general><general>MCB Publications</general><general>Emerald Group Publishing Limited</general><scope>BSCLL</scope><scope>AAYXX</scope><scope>CITATION</scope><scope>JSICY</scope><scope>K30</scope><scope>PAAUG</scope><scope>PAWHS</scope><scope>PAWZZ</scope><scope>PAXOH</scope><scope>PBHAV</scope><scope>PBQSW</scope><scope>PBYQZ</scope><scope>PCIWU</scope><scope>PCMID</scope><scope>PCZJX</scope><scope>PDGRG</scope><scope>PDWWI</scope><scope>PETMR</scope><scope>PFVGT</scope><scope>PGXDX</scope><scope>PIHIL</scope><scope>PISVA</scope><scope>PJCTQ</scope><scope>PJTMS</scope><scope>PLCHJ</scope><scope>PMHAD</scope><scope>PNQDJ</scope><scope>POUND</scope><scope>PPLAD</scope><scope>PQAPC</scope><scope>PQCAN</scope><scope>PQCMW</scope><scope>PQEME</scope><scope>PQHKH</scope><scope>PQMID</scope><scope>PQNCT</scope><scope>PQNET</scope><scope>PQSCT</scope><scope>PQSET</scope><scope>PSVJG</scope><scope>PVMQY</scope><scope>PZGFC</scope><scope>0U~</scope><scope>1-H</scope><scope>7WY</scope><scope>7WZ</scope><scope>7XB</scope><scope>8AO</scope><scope>8FI</scope><scope>AFKRA</scope><scope>AXJJW</scope><scope>AZQEC</scope><scope>BENPR</scope><scope>BEZIV</scope><scope>CCPQU</scope><scope>DWQXO</scope><scope>FYUFA</scope><scope>F~G</scope><scope>GNUQQ</scope><scope>K6~</scope><scope>L.-</scope><scope>L.0</scope><scope>M0C</scope><scope>M0Q</scope><scope>M2M</scope><scope>PQBIZ</scope><scope>PQEST</scope><scope>PQQKQ</scope><scope>PQUKI</scope><scope>PSYQQ</scope><scope>Q9U</scope><scope>7TA</scope><scope>8FD</scope><scope>JG9</scope></search><sort><creationdate>19950401</creationdate><title>Brand equity: the halo effect measure</title><author>Leuthesser, Lance ; Kohli, Chiranjeev S ; Harich, Katrin R</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c3679-d8376de89bd6779f1804d3c127e813e7d88720261dac51601dfcc859b01bc0ab3</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>1995</creationdate><topic>Attitudes</topic><topic>Brand choice</topic><topic>Brand differentiation</topic><topic>Brand equity</topic><topic>Case studies</topic><topic>Consumer attitudes</topic><topic>Consumer behavior</topic><topic>Consumer marketing</topic><topic>Consumer preferences</topic><topic>Consumers</topic><topic>Decision making</topic><topic>Halo effect</topic><topic>Household products</topic><topic>Marketing</topic><topic>Marketing research</topic><topic>Ratings & rankings</topic><topic>Statistical analysis</topic><topic>Studies</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Leuthesser, Lance</creatorcontrib><creatorcontrib>Kohli, Chiranjeev S</creatorcontrib><creatorcontrib>Harich, Katrin R</creatorcontrib><collection>Istex</collection><collection>CrossRef</collection><collection>Periodicals Index Online Segment 36</collection><collection>Periodicals Index Online</collection><collection>Primary Sources Access—Foundation Edition (Plan E) - 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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.</abstract><cop>Bradford, West Yorkshire</cop><pub>MCB UP Ltd</pub><doi>10.1108/03090569510086657</doi><tpages>10</tpages></addata></record> |
| fulltext | fulltext |
| identifier | ISSN: 0309-0566 |
| ispartof | European journal of marketing, 1995-04, Vol.29 (4), p.57-66 |
| issn | 0309-0566 1758-7123 |
| language | eng |
| recordid | cdi_emerald_primary_10_1108_03090569510086657 |
| source | Emerald A-Z Current Journals; Periodicals Index Online |
| subjects | Attitudes Brand choice Brand differentiation Brand equity Case studies Consumer attitudes Consumer behavior Consumer marketing Consumer preferences Consumers Decision making Halo effect Household products Marketing Marketing research Ratings & rankings Statistical analysis Studies |
| title | Brand equity: the halo effect measure |
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