search query: @author Kohli, C. / total: 6
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| Author: | Leuthesser, L. Kohli, C. Harich, K. |
| Title: | Brand equity: the halo effect measure |
| Journal: | European Journal of Marketing
1995 : VOL. 29:4, p. 57-66 |
| Index terms: | MARKETING RESEARCH HOUSEHOLD GOODS |
| Language: | eng |
| 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 household products. |
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