Does offline market share drive online loyalty? Double jeopardy phenomenon in the context of print magazines and magazine websites
by Anssi Tarkiainen; Hanna-Kaisa Ellonen
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 9, No. 3, 2015

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.

Online publication date: Sun, 30-Aug-2015

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com