The halo effect, a systematic rejoinder error, is frequently neglected when marketing constructs are calculated with multi-item scales which can distort the results obtained by consumer surveys leading to wrong calculations and false strategic decisions. This paper provides the conceptual...

Internet and mobile telephony has transformed the human life and the way business conducted conventionally. India has witnessed a tremendous rise in the internet and mobile penetration. Especially mobile technology has reached the nooks and corners of the country where internet is still a...

The halo effect, a systematic rejoinder error, is frequently neglected when marketing constructs are calculated with multi-item scales which can distort the results obtained by consumer surveys leading to wrong calculations and false strategic decisions. This paper provides the conceptual...