This exploratory study provides insights into the consumer behavior characteristics and consumption dynamics of Japanese wine consumers, explores the validity of existing generic consumer segmentation of the Japanese market, and considers its suitability to predict wine-purchasing behavior. The...

Purpose- There has been no significant research undertaken in the Japanese market on wine knowledge level and its relationship with brand loyalty and preference for specific country-of-origin (COO) wine brands. This exploratory study seeks to investigate these aspects and how wine knowledge is...

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...

Purpose: The importance of the wine involvement construct in explaining consumers’ wine consumption behaviour is widely acknowledged in the literature, as is the social nature of dining out with others. Yet, there is a paucity of research examining the relationships between how this construct...