Purpose – The usual method of analysis of product attributes in marketing is to fit a multinomial logit model within a stated choice experiment, to determine the impact of attributes on the choice probability, which is equivalent to market share. The market share is intuitive and is based on...

Purpose – The purpose of this paper is to apply a very simple but powerful analysis of the variance‐covariance matrix of individual best‐worst scores to detect which attributes are determining utility components and drive distinct consumer segments. Design/methodology/approach – First an...

Purpose The purpose of this study is to examine branding consistency for wine labels. The front label on wine bottles is important for identifying the brand and aiding purchase. Many brands are part of brand families, with the sub-brands linked to the overall brand family. This research provides...