Abstract:
The study analyzes the halo effect as a factor influencing membership logics in trade associations and chambers of commerce in Albania and is based on interviews with several members and executives of trade associations and chambers of commerce active in Albania. This research shows that the halo effect is used (in some cases only in the first stages) by associations and chambers to increase their brand awareness. Moreover SME’s have the tendency to use it in the national terrain to develop their network, whereas corporates find it more useful while trying to expand their activity internationally.
