The Double Jeopardy Phenomenon and the Mediating Effect of Brand Penetration between Advertising and Brand Loyalty
Zhilin Yang City University of Hong Kong
Zili Bi Max Intermedia Ltd., Hong Kong
Nan Zhou City University of Hong Kong
All authors contributed equally. The order of the authorship is random. The article is written based on Zili Bi's M.Ph. thesis. The authors thank CVSC-TNS Research Co. for providing data and thank City University of Hong Kong for financial support (Grant No. 7100239).
Brand Loyalty is a prerequisite for a firm's competitiveness and profitability (Aaker, 1995, 1997; Reichheld, Markey,...