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In any given time period, a small brand typically has far fewer buyers than a larger brand. In addition, its buyers tend to buy it less often. This pattern is an instance of a widespread phenomenon called “double jeopardy” (DJ). The authors describe the wide range of empirical evidence for DJ, the theories that account for its occurrence, known exceptions and deviations, and practical implications.
Ehrenberg et al. (Sun,) studied this question.
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