摘要：The paper focuses on the study of loyalty to 5 wine attributes – price, format, denomination of origin, production areas and brand positioning – for wines sold in the Italian modern distribution. The observation and evaluation of loyalty levels for these 5 attributes is undertaken using the polarisation index. This index is obtained from the Beta Binomial Distribution (BBD) model – already applied in literature for the analysis of the loyalty toward brands and product attributes, and for the positioning of a brand as a niche or a change-of-pace brand. The main findings highlight that format results the attribute able to generate the highest level of loyalty. Denomination of origin and production areas affects loyalty at the same extent and they do it more than price. Loyalty to brand market shares showed two different situations with the general value being the second most significant attribute, but when the analysis concentrated on the 0.75 litre format, consumers demonstrated to care less about the positioning of the brand.
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