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....
