Double jeopardy revisited
Andrew Ehrenberg, Gerald Goodhardt and Patrick Barwise's formalisation of double jeopardy in the Journal of Marketing: smaller brands have fewer buyers, and those buyers are slightly less loyal. It is the citation usually given for the pattern, which was first described by William McPhee in 1963 and extended to brand buying by Ehrenberg. This page records the citation; it does not summarise findings beyond the pattern the paper is cited for.
Andrew Ehrenberg, Gerald Goodhardt and Patrick Barwise's formalisation of double jeopardy in the Journal of Marketing: smaller brands have fewer buyers, and those buyers are slightly less loyal. It is the citation usually given for the pattern, which was first described by William McPhee in 1963 and extended to brand buying by Ehrenberg. This page records the citation; it does not summarise findings beyond the pattern the paper is cited for.
Written from the bibliographic record confirmed; the paper was not read.
What our sources record
Reproduced as it was written when this source was checked, figures and all.
doi:10.1177/002224299005400307. Bibliographic record confirmed; cited for the formalisation and the name.