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Showing 1 to 1 of 1 for “"Halo effects"”.
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Which creates the bigger halo: cause-related marketing or cause-sponsorship?
… This study tests the benefits of a positive halo effect from CSR campaigns and explores the role of involvement in the relationship. A halo effect can be described as a cognitive bias in which one trait can positively affect the subsequent perceptions of a brand (Madden et al., 2012), and …