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Type: Journal article
Title: Country-of-origin (COO) brand loyalty and related consumer behaviour in the Japanese wine market
Author: Bruwer, J.
Buller, C.
Saliba, A.
Li, E.
Citation: International Journal of Wine Business Research, 2014; 26(2):97-119
Publisher: Emerald Group Publishing
Issue Date: 2014
ISSN: 1751-1062
Statement of
Johan Bruwer, Courtney Buller, Anthony John Saliba, Elton Li
Abstract: Purpose – The purpose of this study was to examine the loyalty of Japanese consumers to country-of-origin (COO) wine brands and how this affects purchasing behaviour. Design/methodology/approach – A multi-dimensional COO brand loyalty scale was developed containing attitudinal (psychological) and behavioural loyalty dimensions. A total of 173 responses were collected using a structured self-administered questionnaire in the Japanese language. Findings – Japanese wine consumers have moderate levels of COO brand loyalty, with high levels of satisfaction, moderate-high levels of inertia and price sensitivity and moderate levels of word-of-mouth, emotional attachment, commitment and purchase intent. Furthermore, 46 per cent of respondents exhibited true COO brand loyalty. The conceptual definition of COO wine brand loyalty proved to be sound with a high level of measurement scale reliability (a = 0.884). Practical implications – The findings provide insights into the Japanese wine market and the nature of Japanese wine consumer behaviour. Wine exporters should focus greater marketing efforts on Japanese women, including more wine-specific education. Originality/value – It is the first study to develop a multi-dimensional COO wine brand loyalty scale that includes psychological (cognitive, conative and affective attitudinal components) and behavioural loyalty dimensions for the Japanese wine market.
Keywords: Japan; Consumer behaviour; Survey research; Scale development/testing; Brand loyalty; Country-of-origin; COO; Meta-analysis, Wine market
Rights: © Emerald Group Publishing Limited
DOI: 10.1108/IJWBR-05-2013-0020
Published version:
Appears in Collections:Agriculture, Food and Wine publications
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