Purpose – This paper has two purposes: to use polarisation to identify variations in loyalty and to apply polarisation to an important non‐brand attribute, price. Design/methodology/approach – A comprehensive revealed preference data set of wine purchases is used to apply polarisation....

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 assess the impact of CSR initiative preference, customer helping orientation and customer participation on willingness to engage in CSR and to demonstrate the influence this engagement has on their commitment and loyalty to the organisation....

Purpose – This paper aims to explain the structure of the market from the perspective of small brands and to discuss marketing strategy implications. Design/methodology/approach – The paper uses revealed preference data of the Australian wine market, comprising 4,000 wine shoppers' purchases...

Purpose – As acquiring new customers is costly, putting effort into satisfying and keeping customers over the long term can improve profitability. Firms usually do not know how each individual customer is feeling at any time (their attitude to the firm), so typically a customer's likelihood of...

Purpose – The paper aims to measure and identify customer preference for social issues and understand the importance of customer engagement when service organisations implement corporate social responsibility (CSR) programmes. Design/methodology/approach – Developing a relevancy/scope...

Purpose – The purpose of this paper is to discuss the role of parents and other adults in preventing and facilitating teen binge drinking. Design/methodology/approach – Teens' discussions on internet websites were accessed to examine their opinions of their alcohol‐related interactions...