If Size Isn't Everything…What Else Matters

The paper notes the existence of 'double jeopardy' - that goods/brands purchased by few people are also usually liked less (by those fewer people) than those purchased by a larger number.

If Size Isn't Everything... What Else Matters?

Mark Kingsbury Research International

Introduction

Big brands nearly always do better than small brands yet this is a factor which is rarely taken into account within the analysis of a brand's status....