The Double Jeopardy Phenomenon and the Mediating Effect of Brand Penetration between Advertising and Brand Loyalty

Zhilin Yang, Zili Bi and Nan Zhou

In a study of the Double Jeopardy (DJ) phenomenon and the mediating effect of brand penetration between advertising and brand loyalty, we integrate a survey of 19,335 consumers on their buying behavior of 187 brands across two fast moving consumer goods categories, shampoo and detergent, and a database of advertising expenditures on these brands in four major cities in China.

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,...

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