Until nowadays, the studies on consumers? behavioural loyalty allowed the analysis of a brand, category or product attribute at a time. However, it has never been possible to observe and measure the relationships between brands/attributes from a loyalty perspective. Therefore, the paper aims at...

This work presents a new statistical distribution, called Qualitative Multinomial Distribution (QMD), able to analyse the relationships between brands and product attributes in determining consumers’ behavioural loyalty. In this study the QMD will be applied to the retail purchases of wine in...

Even with increased consumer awareness of sustainable products, the importance of sustainability is unclear relative to other credence product attributes such as quality control and traceability in wine purchasing. Companies speculate whether their marketing strategies can be standardised across...

Consumers learn a brand?s identity elements through direct experience when buying and using a brand, and indirect experience via advertising. This research looks at the relative effects of these experiences on the memory structures developed by brand users and nonusers, for four identity...

The world wine market is facing a particularly difficult situation. Both the EU and New World(NW) Countries are trying to manage this critical moment by filling reciprocal gaps in order toincrease their competitiveness at a global level and to strengthen their position in key strategicmarkets.On...