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 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 focus on measuring the importance of the attributes, which influence the wine choice of Italian consumers when they buy wine either in a retail or an on‐premise setting, identifying significant behavioural differences across geo‐demographic...