Creating Loyalty Towards Magazine Websites: Insights from the Double Jeopardy Phenomenon

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. Market share of printed magazine does not predict loyalty towards magazine websites.