Abstract
The purpose of this study is to examine loyalty towards print magazines and magazine websites among magazine website audience. We assess whether the market position in the printed magazine markets is transferred into the internet. We base our hypotheses on double jeopardy (DJ) phenomenon, and we test whether it holds for 'true loyalty', which reflects preference rather than mere habit. We found that the true loyalty towards the magazine website is driven by the market share of the print magazine. However, in the case of printed magazines, it seems that customers of magazines with lower market shares express a stronger level of true loyalty than customers of market leader magazines.
Published Version
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