Rogers, Andrew; Daunt, Kate L.; Morgan, Peter; Beynon, … - In: European Journal of Marketing 51 (2017) 7/8, pp. 1224-1247
Purpose The theory of double jeopardy (DJ) is shown to hold across broad ranging geographies and physical product categories. However, there is very little research appertaining to the subject within an online environment. In particular, studies that investigate the presence of DJ and the...