The halo effect is a systematic bias in attribute ratings resulting from raters′ tendency to rely... more 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.
A slogan is an integral component of a brand's advertising platform that helps shape its iden... more A slogan is an integral component of a brand's advertising platform that helps shape its identity and define its positioning. While prior literature has focused on the recall of slogans, knowledge regarding why consumers like some slogans more than others is still limited. This paper uses data from a large field study to explore the key factors that determine the likeability of slogans. It uses a bilinear mixed model to assess the relative importance of slogan characteristics, media expenditure, and respondent characteristics as antecedents of slogan likeability. The findings suggest that the liking for a slogan may be unrelated to media expenditure, and driven largely by the clarity of the message, the exposition of the benefits, rhymes, and creativity. Further, in sharp contrast to industry practice and conventional belief, the study finds that jingles or brevity have no systematic effects on the likeability of slogans.
A slogan is an integral component of a brand's advertising platform that helps shape its iden... more A slogan is an integral component of a brand's advertising platform that helps shape its identity and define its positioning. While prior literature has focused on the recall of slogans, knowledge regarding why consumers like some slogans more than others is still limited. This paper uses data from a large field study to explore the key factors that determine the likeability of slogans. It uses a bilinear mixed model to assess the relative importance of slogan characteristics, media expenditure, and respondent characteristics as antecedents of slogan likeability. The findings suggest that the liking for a slogan may be unrelated to media expenditure, and driven largely by the clarity of the message, the exposition of the benefits, rhymes, and creativity. Further, in sharp contrast to industry practice and conventional belief, the study finds that jingles or brevity have no systematic effects on the likeability of slogans.
Over the years, numerous brandssuch as Oldsmobile, Pan Am, and Woolworthhave met untimely death... more Over the years, numerous brandssuch as Oldsmobile, Pan Am, and Woolworthhave met untimely deaths. Many more have steadily declined into oblivion, while others have been revived. When a brand dies, significant investments that were made to build the brand are ...
Over the years, numerous brandssuch as Oldsmobile, Pan Am, and Woolworthhave met untimely death... more Over the years, numerous brandssuch as Oldsmobile, Pan Am, and Woolworthhave met untimely deaths. Many more have steadily declined into oblivion, while others have been revived. When a brand dies, significant investments that were made to build the brand are ...
The halo effect is a systematic bias in attribute ratings resulting from raters′ tendency to rely... more 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.
A slogan is an integral component of a brand's advertising platform that helps shape its iden... more A slogan is an integral component of a brand's advertising platform that helps shape its identity and define its positioning. While prior literature has focused on the recall of slogans, knowledge regarding why consumers like some slogans more than others is still limited. This paper uses data from a large field study to explore the key factors that determine the likeability of slogans. It uses a bilinear mixed model to assess the relative importance of slogan characteristics, media expenditure, and respondent characteristics as antecedents of slogan likeability. The findings suggest that the liking for a slogan may be unrelated to media expenditure, and driven largely by the clarity of the message, the exposition of the benefits, rhymes, and creativity. Further, in sharp contrast to industry practice and conventional belief, the study finds that jingles or brevity have no systematic effects on the likeability of slogans.
A slogan is an integral component of a brand's advertising platform that helps shape its iden... more A slogan is an integral component of a brand's advertising platform that helps shape its identity and define its positioning. While prior literature has focused on the recall of slogans, knowledge regarding why consumers like some slogans more than others is still limited. This paper uses data from a large field study to explore the key factors that determine the likeability of slogans. It uses a bilinear mixed model to assess the relative importance of slogan characteristics, media expenditure, and respondent characteristics as antecedents of slogan likeability. The findings suggest that the liking for a slogan may be unrelated to media expenditure, and driven largely by the clarity of the message, the exposition of the benefits, rhymes, and creativity. Further, in sharp contrast to industry practice and conventional belief, the study finds that jingles or brevity have no systematic effects on the likeability of slogans.
Over the years, numerous brandssuch as Oldsmobile, Pan Am, and Woolworthhave met untimely death... more Over the years, numerous brandssuch as Oldsmobile, Pan Am, and Woolworthhave met untimely deaths. Many more have steadily declined into oblivion, while others have been revived. When a brand dies, significant investments that were made to build the brand are ...
Over the years, numerous brandssuch as Oldsmobile, Pan Am, and Woolworthhave met untimely death... more Over the years, numerous brandssuch as Oldsmobile, Pan Am, and Woolworthhave met untimely deaths. Many more have steadily declined into oblivion, while others have been revived. When a brand dies, significant investments that were made to build the brand are ...
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Papers by C. Kohli