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Beyond “Halo”: The Identification And Implications Of Differential Brand Effects Across Global Markets, Randle D. Raggio, William C. Black, Robert P. Leone
Beyond “Halo”: The Identification And Implications Of Differential Brand Effects Across Global Markets, Randle D. Raggio, William C. Black, Robert P. Leone
Marketing Faculty Publications
Purpose – The purpose of this paper is to investigate whether brands impact consumer evaluations in ways other than a consistent halo and the degree to which consumers use both overall brand information along with detailed attribute-specific information to construct their evaluations.
Design/methodology/approach – The authors decompose consumer evaluations of brand benefits into overall brand and detailed attribute-specific sources through a standard CFA approach. Data cover 55 brands in four product categories sold in nine global markets.
Findings – Halo effects are rare in global CPG markets. The authors identify the presence of differential brand effects in eight of nine …