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 – 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...

Marketing literature asserts that many things influence buyers considering whether or not to commit to a purchase decision. This research paper reports results of a study that examined the interaction between real estate agents and customers at the point of sale of services to be delivered at a...