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Can distribution explain double jeopardy patterns?

S. Umit Kucuk (University of Washington, Bothell, Washington, USA)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 25 April 2008




The purpose of this paper is to provide clear insights into the influence of product availability, and thus distribution on double jeopardy (DJ) patterns, for frequently‐purchased products (FPP). This paper also aims to provide important strategies in order to maximize the efficiency of retailers' stocking decisions and manufacturers' branding efforts by discussing distribution dynamics in a set of experiments developed in light of related theoretical discussions.


This study provides an in‐depth literature review of DJ, distribution, out‐of‐stock and consumer behavioural brand loyalty in many marketing and supply chain decisions. A practical simulation is developed to test the main hypotheses in the study in light of the theoretical discussion.


The study's results indicated that distribution might explain DJ patterns. In addition, distribution might create behavioural brand loyalty when FPP are widely available (excessive availability) in the market.

Research limitations/implications

Although the study provides a simulation structure and varying experiments, more field data about FPP might also enhance the study's results.

Practical implications

Small brands can break their curse as indicated by the DJ phenomenon by focusing on distribution. Also, they might create some level of behavioural brand loyalty by being available everywhere in the market.


The impact of distribution on DJ has seldom been discussed in general terms previously, and has never been discussed and explored theoretically with specificity using experimental analysis. Therefore, this study provides the first evidence that distribution has a strong potential to explain the reasons behind DJ patterns and might create behavioural brand loyalty.



Umit Kucuk, S. (2008), "Can distribution explain double jeopardy patterns?", International Journal of Retail & Distribution Management, Vol. 36 No. 5, pp. 409-425.



Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

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