If consumers already have a positive feeling about a particular retailer, such as Dillard's, they often transfer these positive feelings to e-commerce transactions they may conduct on Dillard's Web site. This phenomena is known as

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The halo effect refers to the tendency of consumers to transfer their positive feelings about a brand or retailer to other aspects of their business, such as their online presence or e-commerce transactions.

If Consumers Already Have a Positive Feeling About a Particular