Purpose – This paper aims to argue that the polarization index ( φ ) represents a valid loyalty measure for evaluating changes over time. Design/methodology/approach – The brand performance measures (BPM) are a valid and useful tool for marketing managers in measuring the loyalty consumers...

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...