PT  - JOURNAL ARTICLE
AU  - Zhilin Yang
AU  - Zili Bi
AU  - Nan Zhou
TI  - The Double Jeopardy Phenomenon and the Mediating Effect of Brand Penetration between Advertising and Brand Loyalty
AID  - 10.1017/S0021849905050233
DP  - 2005 Jun 01
TA  - Journal of Advertising Research
PG  - 211--221
VI  - 45
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/45/2/211.short
4100  - http://www.journalofadvertisingresearch.com/content/45/2/211.full
SO  - J Advert Res2005 Jun 01; 45
AB  - 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. We find that (1) smaller brands are punished twice for being small, following the well-known DJ pattern, which says that brands with larger market penetration tend to enjoy higher repeated purchases and smaller brands attract fewer buyers who also buy less; (2) brand penetration plays a mediating role in the relationship between advertising and brand loyalty; and (3) there is an asymmetric effect of market penetration on brand loyalty for small and big brands.