{'fraction_non_alphanumeric': 0.018633540372670808, 'fraction_numerical': 0.001774622892635315, 'mean_word_length': 5.409090909090909, 'pattern_counts': {'":': 0, '<': 0, '<?xml version=': 0, '>': 0, 'https://': 0, 'lorem ipsum': 0, 'www.': 0, 'xml': 0}, 'pii_count': 0, 'substrings_counts': 0, 'word_list_counts': {'cursed_substrings.json': 0, 'profanity_word_list.json': 0, 'sexual_word_list.json': 0, 'zh_pornsignals.json': 0}}
Beyond “halo”: the identification and implications of differential brand effects across global markets

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 global markets tested. Application of an extended model to a market where several competing family brands are present demonstrates the ability of the model to identify relationships among brand offerings within a family brand and to differentiate between family brand sets. Research limitations/implications – The finding of differential...