Title: Does offline market share drive online loyalty? Double jeopardy phenomenon in the context of print magazines and magazine websites

Authors: Anssi Tarkiainen; Hanna-Kaisa Ellonen

Addresses: School of Business and Management, Lappeenranta University of Technology, P.O. Box 20, FI-53851 Lappeenranta, Finland ' School of Business and Management, Lappeenranta University of Technology, P.O. Box 20, FI-53851 Lappeenranta, Finland

Abstract: The purpose of this study is to examine loyalty towards print magazines and magazine websites among magazine website audience. We assess whether the market position in the printed magazine markets is transferred into the internet. We base our hypotheses on double jeopardy (DJ) phenomenon, and we test whether it holds for 'true loyalty', which reflects preference rather than mere habit. We found that the true loyalty towards the magazine website is driven by the market share of the print magazine. However, in the case of printed magazines, it seems that customers of magazines with lower market shares express a stronger level of true loyalty than customers of market leader magazines.

Keywords: double jeopardy; magazine brands; online magazines; internet; offline market share; online loyalty; print magazines; magazine websites; brand loyalty.

DOI: 10.1504/IJIMA.2015.071489

International Journal of Internet Marketing and Advertising, 2015 Vol.9 No.3, pp.254 - 266

Accepted: 15 May 2015
Published online: 30 Aug 2015 *

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