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.

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