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Creating Loyalty Towards Magazine Websites: Insights from the Double Jeopardy Phenomenon
Lappeenranta University of Technology.
Lappeenranta University of Technology.
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies. Jönköping University, Jönköping International Business School, JIBS, Media Management and Transformation Centre (MMTC). Jönköping University, Jönköping International Business School, JIBS, Business Administration.ORCID iD: 0000-0002-0301-9765
Loughborough University.
2014 (English)In: International Journal of E-Business Research, ISSN 1548-1131, E-ISSN 1548-114X, Vol. 10, no 1, 1-14 p.Article in journal (Refereed) Published
Abstract [en]

For years, magazine publishers have been developing their online presence, pursuing a range of different goals and strategies for their websites. One of the key questions in creating online presence is whether to allocate resources on developing the offline print brand and expect brand equity transfer to the online environment or to allocate resources on developing the online brand for new audience. In this paper the authors propose an application of double jeopardy approach for assessing this issue. Finnish secondary data is used to test two competing research hypotheses. The analysis reveals that the magazine publishers who have been able to build market share in online environment seem to have more loyal customer-base in their websites. Marketshare of printed magazine does not predict loyalty towards magazine websites.

Place, publisher, year, edition, pages
IGI Global, 2014. Vol. 10, no 1, 1-14 p.
Keyword [en]
Media, Branding, Double Jeopardy, Magazines, Marketing, Online brand loyalty
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hj:diva-24302DOI: 10.4018/ijebr.2014010101Scopus ID: 2-s2.0-84928187364Local ID: IHHMMTCIS, HLKMKVISOAI: oai:DiVA.org:hj-24302DiVA: diva2:736346
Available from: 2014-08-06 Created: 2014-08-06 Last updated: 2016-11-29Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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  • vancouver
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More styles
Language
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