晕轮效应与品牌营销关系分析

ANALYSIS OF RELATION BETWEEN THE HALO EFFECT AND BRAND MARKETING

晕轮效应是个人的主观推断泛化和扩张的结果,是根据他人的某个特征而泛化到其他有关一系列特征上,从局部信息形成一个整体印象。随着众多学科的不断渗透和发展,晕轮效应在市场营销中得到越来越广泛的运用,并日益成为一个不可忽视的因素。目前风靡全世界的游戏"愤怒的小鸟"正在以极快的速度打造一个集游戏、影视、漫画、卡通、食品、服饰、主题公园等在内的一体化娱乐品牌,其中晕轮效应在其品牌营销策略中发挥了重要的作用。

Halo effect is the extensive and expanding result of individual subject inference. It leads people to infer a series of other correlated characters according to the individual character, that is, halo effect induces people to form a entire impression according to some sectional information. With the continuous blending of the various disciplines, the halo effect also has been used in some aspects of marketing, and has increasingly be- come a factor that cannot be ignored. At present, the game ＂angry birds＂ that has swept the world is creating an integration of entertainment brand, including a set of games, films, comics, cartoons, food, clothing, theme parks and so on at a high speed. The halo effect has played an essential role in its brand marketing strategy.