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...

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...

Purpose – This paper aims to extend a widely used stochastic model of purchase loyalty to include covariates such as demographics, psychographics and geodemographics. Potentially, this allows covariates to explain variations in brand performance measures (BPMs) such as penetration/reach,...

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....