of brand loyalty based on varying market types. Distinguishing between market types is important because the very nature … against a single brand loyalty measure for all market types. Marketing practitioners wishing to predict future levels of … loyalty would need to use different loyalty measures. In consumable markets where the market is stable and where there is high …

assess the strategic benefits to be gained from targeting such market segments. Design/methodology/approach – The approach is … costs of identifying them in a particular market need to be weighed against the potential benefits. Originality …

equilibrium and intrinsic value models suggests the latter to be more suitable regarding the Chinese market environment …

their abilities to serve different segments of themarket. Businesses consequently conduct market segmentation to identify … theparts of the market that it can best serve and most profitably. Therefore, thegoal of this study was to determine the actual … strategies based on the Media Groups Measure (MGM) tool.The objectives of the study were to describe market segmentation …

positioning in the market. The aim ofthis study is to check for the presence of emotional factors in the consumption of wine …Due to a high level of product substitution in the food market, it often proves difficult tostrike a balance between … wine producing sector.Faced with the difficulty of differentiating the product in terms of its technicalcharacteristics …

Overall wine consumption in Spain is decreasing while, at the same time,Designation of Origin (DO) wine consumption is … increasing gradually. This studyexamines Spanish DO wine consumer behaviour through stated preferences (SP) andrevealed … for thepreference of the DO and wine aging attributes. The only difference detected is the pricevariable, where a concave …