| Author: | Ehrenberg, A. S. C. Goodhardt, G. J. Barwise, T. P. |
| Title: | Double jeopardy revisited (Markenmanagement; Verbraucherforschung) |
| Journal: | Journal of Marketing
1990 : JUL, VOL. 4C - 54:3, p. 82-91 |
| Index terms: | |
| Freeterms: | MARKTANTEIL |
| Language: | eng |
| Abstract: | In any given time period, a small brand typically has far fewer buyers than a larger brand. In addition, its buyers tend to buy it less often. This pattern is an instance of a widespread phenomenon called 'double jeopardy' (DJ). The authors describe the wide range of empirical evidence for DJ, the theories that account for its occurence, known exceptions and deviations, and practical implications. Marketing managers should be aware of DJ, at least as background to the strategic and especially the more tactical options for increasing or defending sales. |
SCIMA