Irrelevant information to rating such situation may

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irrelevant information to rating, such situation may cause negative influence to the consumer’s rating and result an unreliable rating. The halo may also be occurred when rating instrument
Fan 17 provide insufficient information. The attribute system may be viewed as redundant and overlapping, thus causing higher co-variation. The attribute level may cause the halo effect and the halo effect also has influence on rating system that may bring either good or bad effects to the brand equity. If the raters are insufficiently motivated, unfamiliar with the product, or lack necessary knowledge about the product, they may revert to a simple and holistic impression to the rating system, those rating result would cause halo effect and guide rating consumers’ attribute. Halo effect of the rating system may damage the brand equity. (Lance L, Chiranjeev S, and Katrin R, 1995) The halo effect cause an individual’s global attitude towards a brand and the halo-like effect are not driven by enduring brand impression. Authors conclude that halo effect measures can serve as useful indicators of brand equity when used in conjunction with overall brand ratings. (Lance L, Chiranjeev S, and Katrin R, 1995) Therefore, when overall evaluation is low, a strong halo suggests brand deficit. The notion of brand equity is complex, there is no single measures of brand equity is likely to capture all important factors. Brand equity and halo effect provide a new sight of brand management for marketers. Consumer’s rating system is a useful tool in marketing field, it provides consumers a convenience tool to decide which kind of product they are going to buy. Consumer rating system also is a good tool in market research, it can helps markers to analysis the market conditions. In other word, consumer rating system also create a halo effect for companies, the halo effect of such product that company produce may bring benefits to the rest of the product line. The halo effect of rating system also may bring negative influence to a company. Because an individual’s rating may be determined by many outside variables that may influence the consumer’s attribute and led them to make the false rating.
Fan 18 Neil E, Harold H, and Donald R (1978) in their article, “Halo effects in marketing research: review and prognosis,” point out several flaws of general use consumer rating system and the cause and effect of the halo effect in consumer’s rating system. Consumers’ rating system or consumers’ rating of brand has been widely used in marketing research, but the individual rating may be influenced by many variables that may cause direct effect on person’s attribute. So, an individual’s attribute on rating cannot stand alone and is determined by several related aspects. (Neil E, Harold H, and Donald R, 1978) Authors state two concepts to support their arguments, “first, it is generally held that some adjustment process exists whereby overall

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