... (arguably, a similar situation), some sub-brands did deviate from the norm by having less customers who were more loyal (D’souza, 2004 ; Wheeler et al., 2013). © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Segmentation Behavioural loyalty...

... are used to identify and profile segments. Findings – Positively orientated consumers (42 per cent of respondents) purchase ethical products more so because of reasons relating to impact, health, personal relevance, and quality. Negatively orientated consumers (34 per cent of respondents) reject...

...Desislava G. Budeva; Michael R. Mullen Purpose – This paper aims to investigate the influence of economic and cultural factors, separately and combined, on international country segments and to reveal the stability of factors and country segments over time. Design/methodology/approach...

...Colin Campbell; Carla Ferraro; Sean Sands Purpose – The purpose of this paper is to understand how consumers may be segmented with respect to their reactions to social network marketing. Design/methodology/approach – Consumers are segmented on the basis of attitudes toward social network...

...Sally Dibb and Marylyn Carrigan; Joshua D. Newton; Fiona J. Newton; Tahir Turk; Michael T. Ewing Purpose – The ethicality of using audience segmentation in social marketing contexts has typically been framed within either a consequentialist or non-consequentialist perspective, leading...

... (BPMs) such as penetration/reach, average purchase frequency, sole buying, share of category requirements, repeat purchase and so forth. The result is to integrate consumer-based segmentation into previously unsegmented stochastic models of brand performance. Design/methodology/approach...

...Alan Tapp; Jeff Clowes Academically constructed segments may often fail to be implemented by practitioners. There may be a number of reasons for this, but at the heart of the matter for practitioners must be an economic reward that outweighs the incremental costs of segmenting. Central...