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Definition

In brand marketing, the halo effect is a phenomenon which occurs when the perceived positive features of a particular product extend across a broader line of related products with the same brand name. A notable example is the manner in which the popularity of Apple’s iPod generated enthusiasm for the corporation's other products.[1] [2]

References

  1. ^ Govoni, N.A. Dictionary of Marketing Communications. Sage Publications (2004).
  2. ^ BBC News. Apple shares surfs on big profits. 13 January 2005. <http://news.bbc.co.uk/2/hi/business/4172211.stm>

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