What a "reverse halo effect"? B
"Halo effect" in this case would mean that a company's brand and reputation would overshadow shortcomings in their products or services. Or, that consumers would perceive them as something they are not, simply by the firm's brand strength. It would be like Prada being perceived as "well made," for example. "Reverse halo effect" I guess I just made up, which would be the opposite--a brand's bad reputation clouding something good it makes or provides. In this case, Brandmaniac's unethical business practices casting a shadow on Ebayers from that region who sell like product.