Purpose – The principal aim of this article is to examine attitudes of Italian consumers in relation to wine, identifying specific types of wine buyers. Design/methodology/approach – A sample of 442 Italian wine consumers has been surveyed and three measurement instruments have been...

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...

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...