Country-of-origin (COO) brand loyalty and related consumer behaviour in the Japanese wine market

Johan Bruwer, Courtney Buller, Anthony Saliba, Elton Li

Research output: Contribution to journalArticlepeer-review

12 Citations (Scopus)


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.
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.
Original languageEnglish
Pages (from-to)97-119
Number of pages23
JournalInternational Journal of Wine Business Research
Issue number2
Publication statusPublished - 2014


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