search query: @author Zhou, N. / total: 6
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| Author: | Yang, Z. Bi, Z. Zhou, N. |
| Title: | The Double Jeopardy phenomenon and the mediating effect of brand penetration between advertising and brand loyalty |
| Journal: | Journal of Advertising Research
2005 : JUN, VOL. 45:2, p. 211-221 |
| Index terms: | advertising brands brand loyalty consumer behaviour |
| Language: | eng |
| Abstract: | In this study a survey of almost 20 000 consumers on their buying behaviour of almost 200 brands across two fast moving consumer goods categories (shampoo and detergant) together with a database of advertising expenditures on these brands in China are analysed. Findings show that larger brands with larger customer bases attract greater loyalty than smaller brands, brand penetration has a mediating role in the relationship between advertising and brand loyalty, and there is an asymmetric effect of market penetration on brand loyalty for small and big brands. |
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