Brand equity: the halo effect measure

Leuthesser, Lance; Kohli, Chiranjeev; Harich, Katrin R.

doi:10.1108/03090569510086657

Cited by 225 publications

(183 citation statements)

References 19 publications

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“…Fourth, the inclusion of weightings as a part of the algebraic equation presented in this model decreases its predictive power (Churchill, 1972;Sheth & Talarzyk, 1972). Besides, the halo effect of this model can lead to wrong decisions related to brand design and positioning (Leuthesser, Kohli, & Harich, 1995). This has sparked the need to consider other paths to brand preference formation other than the consumer's salient beliefs of brand attributes.…”

Section: Brand Preferencementioning

confidence: 99%

A brand preference and repurchase intention model: the role of consumer experience

Ebrahim

Ghoneim

Irani

et al. 2016

Journal of Marketing Management

189

181

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Consumer brand preference is an essential step towards understanding consumer choice behaviour, and has therefore always received great attention from marketers. However, the study of brand preference has been limited to traditional marketing focusing on functional attributes to maximise utility. But now the shift to experiential marketing broadens the role of the brand from a bundle of attributes to experiences. Technological advancements have helped to increase the similarities between brand attributes and product commoditisation. Consequently, consumers cannot shape their preferences among brands using rational attributes only. They seek out brands that create experiences; that intrigue them in a sensorial, emotional and creative way. This study seeks to develop a model that provides an understanding of how brand knowledge and brand experience determine brand preference and to investigate its impact on brand repurchase intention. Accordingly, exploratory focus group discussions are employed followed by a survey of mobile phone users in Egypt. The findings provide insights into the relative importance of consumer perceptions on different brand knowledge factors in shaping brand preferences. It also demonstrates the significance of consumers' experiential responses towards brands in developing their brand preferences that in turn influence brand repurchase intention. The model therefore offers managers a new perspective for building strong brands able to gain consumer preferences. ARTICLE HISTORY

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Section: Brand Preferencementioning

confidence: 99%

A brand preference and repurchase intention model: the role of consumer experience

Ebrahim

Ghoneim

Irani

et al. 2016

Journal of Marketing Management

189

181

View full text Add to dashboard Cite

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“…Central food associations, such as good taste and lower health risk, should be more salient and better evaluated for high equity brands. Then through the halo effect (Leuthesser et al 1995), inferential beliefs such as environmentally friendly may also increase for a high equity brand compared with a low equity one. The complementarity between the label and the low equity brand in turn should be greater than that for the high equity brand and enhance perceptions of product attributes (good taste, reduced health risk, environmental friendliness) more.…”

Section: Brand Equity and Label Equity: Cobranding And The Marginal Lmentioning

confidence: 99%

Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects

2011

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International audienceAn organic label offers a market signal for producers of organic food products. In Western economies, the label has gained high recognition, but organic food still represents a small part of total food consumption, which raises questions about the label's efficacy. By considering organic labels as a signal of quality for consumers, this article studies how this signal interacts with brand signals when both are visible to consumers, applying a cobranding framework. This research examines the moderating effect of the brand on organic label effects. In a 2 × 2 experimental design using real consumers (N = 122) in a shopping context, it found that, depending on brand equity, the marginal effect of organic labelling information in terms of perceived product quality varies. In particular, when brand equity is high (low), the organic label appears less (more) effective. However, regardless of the brand equity level, an organic label makes the environmentally friendly attribute salient, which has a positive impact on perceived quality. Pertinent implications for marketing and public policy are discussed

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“…Brand equity is defined as "the value that brand name alone adds to the value of the product" (Leuthesser, Kohli and Harich, 1995;Aaker, 1992). According to the creators of customer equity concept, brand equity is composed of 3 sub-factors, which are brand awareness, brand positioning and brand ethics (Rust et.al, 2001, Rust et.al 2004, Leone et.al.…”

Section: Customer Equity Model and Components Of Customer Equitymentioning

confidence: 99%

A New Model for Customer Equity

Özgen

2017

isarder

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In this study, the fundamental model of customer equity is studied and an alternative model is tested where attitudinal and behavioral customer loyalty are treated as two additional individual components of customer equity. In gathering required data, survey method is used with 377 respondents based on judgement sampling. In order to test the proposed model, a different calculation for customer equity is applied. In model testing, LISREL package program is used and structural equation modelling (SEM) is applied. Results indicate that the proposed model stating that customer equity, has two more components, namely attitudinal loyalty and behavioral loyalty, is significant at 95% confidence level, has a high goodness of fit (GFI = .93) and has an acceptable level of root mean square error (RMSEA= .07). However, results also show a correlation between value equity and brand equity terms, which can be tested with different products or sample in future studies.

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Brand equity: the halo effect measure

Cited by 225 publications

References 19 publications

A brand preference and repurchase intention model: the role of consumer experience

A brand preference and repurchase intention model: the role of consumer experience

Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects

A New Model for Customer Equity

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