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Brand equity: the halo effect measure

1995; Emerald Publishing Limited; Volume: 29; Issue: 4 Linguagem: Inglês

10.1108/03090569510086657

1758-7123

Lance Leuthesser, Chiranjeev Kohli, Katrin R. Harich,

Marketing and Advertising Strategies

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.