Double Jeopardy Revisited

@inproceedings{Ehrenberg1990DoubleJR,
  title={Double Jeopardy Revisited},
  author={A. S. C. Ehrenberg and Gerald J. Goodhardt and T. Patrick Barwise},
  year={1990}
}
Compared to a large competitive brand, a small brand typically has far fewer buyers. But in addition, fewer of its buyers like the small brand (e.g. say “Good Value” or “Tastes Nice”). And they buy it less often. Table 1 illustrates this for fabric conditioners in the US. Only 5% buy Arm and Hammer in the year and they buy it on average 2.1 times, compared with 48% buying Downy on average 3.6 times. 

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Double Jeopardy Revisited

Ehrenberg, Andrew, Gerald Goodhardt, Patrick Barwise
  • Journal of Marketing, 54, 82-91
  • 1990

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