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Keywords: Negative double jeopardy
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2017) 51 (7-8): 1224–1247.
Published: 11 July 2017
..., studies that investigate the presence of DJ and the contrasting view point to DJ, namely, that of negative double jeopardy (NDJ), are lacking. This study aims to contribute to this identified research gap and examines the presence of DJ and NDJ within a product category, utilising data from Twitter...
