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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Bibliographische Detailangaben
Veröffentlicht in:	European journal of marketing 1995-04, Vol.29 (4), p.57-66
Hauptverfasser:	Leuthesser, Lance, Kohli, Chiranjeev S, Harich, Katrin R
Format:	Artikel
Sprache:	eng
Schlagworte:	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
Online-Zugang:	Volltext
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