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A Preliminary study of double jeopardy in selected retailers.
- Article from:
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Academy of Marketing Studies Journal
- Article date:
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July 1, 2007
- Author:
- Pleshko, Larry P.; Souiden, Nizar
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Copyright informationCOPYRIGHT 2007 The DreamCatchers Group, LLC. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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ABSTRACT
The authors investigate the "double jeopardy" (DJ) concept in the domain of retailing. The authors show that DJ is moderately evident within health clubs and medical clinics, but most likely does not exist within convenience store retailers. The authors attempt to test which of three alternative explanations for market share rankings is supported: (1) a familiarity effect, (2) an experience effect, or (3) a design effect. No evidence is found to support the design effect. However, either of the familiarity effect or the experience effect may be a viable explanation for market share (and DJ), depending on the type of retailer. For medical clinics, the familiarity ...