International Journal of Wine Business Research



Table Of Contents: Volume 21 Issue 3

Is a glass of Merlot the symbol of globalization?

Kyuho Lee

The purpose of this paper is to investigate how underlying globalization could influence Asian consumers' wine drinking patterns and behaviors. Specifically, a theoretical…

The culture of wine buying in the UK off‐trade

Caroline Ritchie

The UK wine market is one of the largest in the world. The purpose of this paper is to investigate current social and cultural influences affecting the buying behaviour of…

The hedonic nature of wine tourism consumption: an experiential view

Johan Bruwer, Karin Alant

The purpose of this paper is to use the experiential view of consumption to better understand the nature of the motivations of the wine tourist in a congested wine region…

Wine marketing strategies in Spain

Joel Espejel, Carmina Fandos

The purpose of this paper is to analyse the influence of the perceived wine quality across intrinsic and extrinsic attributes on satisfaction, loyalty and buying intention…

Region of origin and its importance among choice factors in the wine‐buying decision making of consumers

Emily McCutcheon, Johan Bruwer, Elton Li

The purpose of this paper is to examine the importance of wine's region of origin in the consumer wine‐buying decision‐making process in the Australian domestic market.



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Emerald Publishing Limited

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  • Dr Johan Bruwer