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

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.

Citation

Bruwer, J., Buller, C., John Saliba, A. and Li, E. (2014), "Country-of-origin (COO) brand loyalty and related consumer behaviour in the Japanese wine market", International Journal of Wine Business Research, Vol. 26 No. 2, pp. 97-119. https://doi.org/10.1108/IJWBR-05-2013-0020