“Consumers influenced by the halo effect are likely to have positive feelings toward other products and items from the same manufacturer, thus contributing to their feelings of brand loyalty and boosting the brand’s strength. Conversely, the opposing ‘horn effect’ can lead consumers to view other products in a line poorly after having a negative experience with the overarching brand.

These opposing psychological effects make establishing brand loyalty an imperative for marketers. Developing a website and other digital marketing materials with a strong brand identity can strengthen the halo effect, provided that the products are good. Make sure that customers can see and feel the connection between your products, so that they return when they have a relevant shopping need!”

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