Brand equity or double jeopardy?
Abstract
Discusses and contrasts the theories of double jeopardy and brand equity. A model of attitudes, habit, brand loyalty and brand equity outcomes is proposed in order to reconcile the two theories. Results of a study designed to test the model are presented. Results indicate support for both theories of brand equity and double jeopardy since both direct and indirect relationships were found between attitudes/habit and brand equity outcomes. The indirect relationships were mediated by the concept of brand loyalty. Implications for managers are discussed.
Keywords
Citation
Chaudhuri, A. (1995), "Brand equity or double jeopardy?", Journal of Product & Brand Management, Vol. 4 No. 1, pp. 26-32. https://doi.org/10.1108/10610429510083730
Publisher
:MCB UP Ltd
Copyright © 1995, MCB UP Limited