Brand equity: the halo effect measure

Lance Leuthesser (California State University, Fullerton, Fullerton, California, USA.)
Chiranjeev S. Kohli (California State University, Fullerton, Fullerton, California, USA.)
Katrin R. Harich (California State University, Fullerton, Fullerton, California, USA.)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 April 1995


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.



Leuthesser, L., Kohli, C. and Harich, K. (1995), "Brand equity: the halo effect measure", European Journal of Marketing, Vol. 29 No. 4, pp. 57-66.

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Copyright © 1995, MCB UP Limited

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