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- Title
HALO EFFECTS IN BRAND BELIEF MEASUREMENT: IMPLICATIONS FOR ATTITUDE MODEL DEVELOPMENT.
- Authors
Wilkie, William L.; McCann, John M.; Reibstein, David J.
- Abstract
Investigates halo effects in brand belief measurement as well as its implications for attitude model development. Halo effects and dispersion in brand beliefs; Hypothesis postulating that observed consistencies in belief ratings are not solely a reflection of the true beliefs of the respondents; Predictive performance to judge model performance for purposes of external validation.
- Subjects
HALO effect (Psychology); BRAND loyalty; ATTITUDE (Psychology); BRAND choice; CONSUMER preferences
- Publication
Advances in Consumer Research, 1974, Vol 1, Issue 1, p280
- ISSN
0098-9258
- Publication type
Article