Construct · 1 fields · 1 citations

double jeopardy: a standalone construct

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Marketing

the empirical regularity that smaller brands have fewer buyers and those buyers are also somewhat less loyal.

In marketing, double jeopardy refers to the empirical regularity that smaller brands have fewer buyers and those buyers are also somewhat less loyal. This meaning comes from Ehrenberg (1990) in Journal of Marketing.[1]

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References

Ehrenberg, A. S. C., Goodhardt, G. J., & Barwise, T. P. (1990). Double Jeopardy Revisited. Journal of Marketing, 54(3), 82-91. https://doi.org/10.1177/002224299005400307

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