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HALO effect ... is about the BIAS buyers show towards towards certain products from specific companies and not the others .... because of a good customer experience with that company
I remeber once that one top executive made a decision to buy a certain brand name PC for his company based on this HALO effect because the company kept its promise and sent a replacement keyboard from one state to another state in the USA in the promised48 hours despite the fact that there was some sort of a strike at that time that affected travel and transportation in some parts of the USA.
That PC order was around800 units just to give you an idea of how important the HALO effect can be
