Dr Justin Cohen
Senior Marketing Scientist
Justin’s expertise is in route-to-market decision making, emerging markets (in particular China), retailing, online advertising, and wine & food marketing. He has international experience both as a practitioner and researcher which helps him to provide transformational, evidence-based strategies for his clients.
Justin’s main research focus at the Institute is on the management and execution of numerous China-based projects. He is experienced in helping clients find ways to solve problems in emerging markets where data acquisition is a major challenge.
Academic Publications
L Greenacre, EY Chan, J Cohen (2023), Nutrition labeling, numerosity effects, and vigilance among diet‐sensitive individuals, Psychology & Marketing 40 (3), 455-468
S McKee, S Sands, JI Pallant, J Cohen (2023), The evolving direct‐to‐consumer retail model: A review and research agenda, International Journal of Consumer Studies
J Bruwer, J Cohen, C Driesener, A Corsi, R Lee, A Huang, L Lockshin (2023), Chinese wine consumers’ product evaluation: effects of product involvement, ethnocentrism, product experience and antecedents, Australasian Marketing Journal
AM Corsi, L Lockshin, J Louviere, J Cohen, J Bruwer (2022), Bridging the gap between trade operators and consumers to better understand the US wine market: A simultaneous application of discrete choice experiments, Industrial Marketing Management 106, 152-165
J Bruwer, J Cohen (2022), Craft beer in the situational context of restaurants: Effects of product involvement and antecedents, International Journal of Contemporary Hospitality Management 34 (6), 2199-2226
J Cohen (2021), The challenge of making your wine label distinctive, Wine & Viticulture Journal, 64-65
AM Corsi, JI Modroño, P Mariel, J Cohen, L Lockshin (2020), How are personal values related to choice drivers? An application with Chinese wine consumers, Food Quality and Preference 86, 103989
A Michelon, S Bellman, M Faulkner, J Cohen, J Bruwer (2020), A new benchmark for mechanical avoidance of radio advertising: Why radio advertising is a sound investment, Journal of Advertising Research 60 (4), 407-416
J Cohen, C Driesener, A Huang, L Lockshin, A Corsi, J Bruwer, R Lee (2020), The mental availability of different countries of origin in China, Wine & Viticulture Journal 35 (1), 68-69
C Nguyen, J Romaniuk, J Cohen, M Faulkner (2020), When retailers and manufacturers advertise together; examining the effect of co-operative advertising on ad reach and memorability, Journal of Retailing and Consumer Services 55, 102080
J Cohen, C Driesener, A Huang, L Lockshin, A Corsi, J Bruwer, R Lee (2020), China: Exploring media options to reach wine buyers in China, Wine & Viticulture Journal 35 (3), 68-69
J Martin, M Nenycz-Thiel, J Dawes, A Tanusondjaja, J Cohen, B McColl (2020), Fundamental basket size patterns and their relation to retailer performance, Journal of Retailing and Consumer Services 54, 102032
UR Orth, RC Crouch, J Bruwer, J Cohen (2020), The role of discrete positive emotions in consumer response to place-of-origin, European Journal of Marketing 54 (4), 909-934
J Cohen, C Driesener, A Huang, L Lockshin, A Corsi, J Bruwer, R Lee (2020), Exports: Where wine is bought in China and why it matters, Wine & Viticulture Journal 35 (2), 55-56
J Cohen, C Driesener, A Huang, L Lockshin, A Corsi, J Bruwer, R Lee (2019), What brings a Chinese alcohol drinker into the wine category?, Wine & Viticulture Journal 34 (1), 67-68
R Lee, L Lockshin, J Cohen, A Corsi (2019), A latent growth model of destination image’s halo effect, Annals of tourism research 79, 102767
AM Corsi, L Lockshin, J Cohen, J Louviere, J Bruwer (2019), US Market: Driving the strategic growth of Australian wines in the US market-stage 3, Wine & Viticulture Journal 34 (4), 64-65
C Nguyen, J Romaniuk, M Faulkner, J Cohen (2019), Correction to: Are two brands better than one? Investigating the effects of co-branding in advertising on audience memory, Marketing Letters 30, 219-220
AM Corsi, L Lockshin, J Cohen, J Louviere, J Bruwer (2019), Wine exporting: Driving the strategic growth of Australian wines in the us market-stage 2, Wine & Viticulture Journal 34 (3), 54-55
J Bruwer, J Cohen, K Kelley (2019), Wine involvement interaction with dining group dynamics, group composition and consumption behavioural aspects in USA restaurants, International Journal of Wine Business Research 31 (1), 12-28
J Bruwer, J Cohen (2019), Restaurants and wine by-the-glass consumption: Motivational process model of risk perception, involvement and information-related behaviour, International Journal of Hospitality Management 77, 270-280
C Driesener, J Cohen, A Huang, A Corsi (2018), The danger of relying on anecdotal information in China, Wine & Viticulture Journal 33 (4), 71-72
PJ Tan, A Corsi, J Cohen, A Sharp, L Lockshin, W Caruso, S Bogomolova (2018), Assessing the sales effectiveness of differently located endcaps in a supermarket, Journal of Retailing and Consumer Services 43, 200-208
C Nguyen, J Romaniuk, M Faulkner, J Cohen (2018), Does an expanded brand user base of co-branded advertising help ad-memorability?, International Journal of Market Research 60 (4), 366-379
W Caruso, AM Corsi, S Bogomolova, J Cohen, A Sharp, L Lockshin (2018), The real estate value of supermarket endcaps: Why location in-store matters, Journal of Advertising Research 58 (2), 177-188
K Haberstroh, UR Orth, T Bouzdine-Chameeva, J Cohen, A Maria Corsi (2018), Through the lens of self-construal: Cross-cultural variation in consumers’ appreciation of harmony in marketing visuals, International marketing review 35 (3), 429-457
J Cohen, C Driesener, A Huang, AM Corsi, F Sbalchiero (2018), We need to be thinking about all alcohol drinkers in China, Wine & Viticulture Journal 33 (2), 60-61
C Nguyen, J Romaniuk, M Faulkner, J Cohen (2018), Are two brands better than one? Investigating the effects of co-branding in advertising on audience memory, Marketing Letters 29 (1), 37-48
J Cohen, L Lockshin (2017), Conducting wine marketing research with impact in China: Guidelines for design, execution and dissemination, Wine Economics and Policy 6 (2), 77-79
AM Corsi, L Lockshin, J Cohen, J Louviere, J Bruwer (2017), US markets: Driving the strategic growth of Australian wines in the US market, Wine & Viticulture Journal 32 (4), 61-62
J Cohen, A Corsi, L Lockshin, J Bruwer, R Lee (2017), Chna: What do’luxury’,’premium’and’fine’wine mean in China?, Wine & Viticulture Journal 32 (3), 63-64
J Bruwer, APP Arias, J Cohen (2017), Restaurants and the single-serve wine by-the-glass conundrum: Risk perception and reduction effects, International Journal of Hospitality Management 62, 43-52
J Cohen, A Corsi, L Lockshin, R Lee, J Bruwer (2017), China-this isn’t the time to pat ourselves on the back, Wine & Viticulture Journal 32 (2), 28-29
L Lockshin, AM Corsi, J Cohen, R Lee, P Williamson (2017), West versus East: Measuring the development of Chinese wine preferences, Food Quality and Preference 56, 256-265
AM Corsi, J Cohen, L Lockshin (2017), China: Consumption occasion affects how Chinese consumers buy wine, Wine & Viticulture Journal 32 (1), 63-64
AM Corsi, J Cohen, L Lockshin (2017), Store image perception of retail outlets for wine in China, The Wine Value Chain in China, 81-99
J Cohen, AM Corsi, L Lockshin (2017), China: Fish where the fish are, Wine & Viticulture Journal 31 (6), 61-62
AM Corsi, J Cohen, L Lockshin (2016), China: A health check-up: How are Australia and its regions trending in China?, Wine & Viticulture Journal 31 (5), 66-67
X Chen, J Bruwer, J Cohen, S Goodman (2016), A wine tourist behavior model for Australian winery cellar doors, Tourism Analysis 21 (1), 77-91
X Chen, S Goodman, J Bruwer, J Cohen (2016), Beyond better wine: The impact of experiential and monetary value on wine tourists’ loyalty intentions, Asia Pacific Journal of Tourism Research 21 (2), 172-192
J Cohen, AM Corsi, L Lockshin (2016), Fish where the fish are: awareness, perception and purchases at brick-and-mortar and online retailers in China, Wine and viticulture journal, 61
R Lee, AM Corsi, J Cohen, L Lockshin (2016), China: They came, they like and they buy: Turning tourists into long-term customers, Wine & Viticulture Journal 30 (6), 64-65
A wine tourist behavioural model for Australian winery cellar doors, Tourism Analysis (forthcoming), 2015, Xiaoyu Chen, Professor Johan Bruwer , Justin Cohen & Steve Goodman
Optimising the impact of wine education on Asian consumers: training with Western or Chinese terminology, Wine and Viticulture Journal, May 2015. Armando Corsi, Justin Cohen and Larry Lockshin.
Wine choice drivers for Chinese wine drinkers…Is it a matter of where or what for?, Wine Business Monthly, May 2015. Armando Corsi. Larry Lockshin and Justin Cohen.
Beyond better wine: The impact of experiential and monetary value on wine tourists’ loyalty intentions, Asia Pacific Journal of Tourism Research, April 2015. Xiaoyu Chen, Steven Goodman, Professor Johan Bruwer and Justin Cohen.
What every wine brand needs to know about on-premise in China, Wine and Viticulture Journal, January 2015. Armando Corsi, Justin Cohen and Larry Lockshin.
Playing the long game in China: How the Chinese lexicon can support market development, Wine and Viticulture Journal, November 2014. Justin Cohen, Larry Lockshin and Armando Corsi.
Words are powerful: How are they used to describe wine in China, Wine and Viticulture Journal, September 2014. Armando Corsi, Justin Cohen and Larry Lockshin.
Forget special occasions, its time to relax in China, Wine and Viticulture Journal, July 2014. Justin Cohen, Larry Lockshin and Armando Corsi.
Chasing the dragon – A quality blend of food, wine, education and tourism is key(Link), The Australian Marketing Institute, Jasha Bowe and Justin Cohen.
Are Australian wines well known in China?Wine and Viticulture Journal, January 2014. Justin Cohen, Armando Corsi and Larry Lockshin.
Advertisements Just Aren’t Advertisements Anymore: A New Typology for Evolving Forms of Online ‘Advertising’(Link), Journal of Advertising Research, 2014. Colin Campbell, Justin Cohen and Junzhao Ma.
Food Packages and Communication through Typeface Design: The Exoticism of Exotypes, Food Quality and Preference, Elsevier, 2014. Franck Celhay, Jacqueline Boysselle and Justin Cohen.
Writing to Learn or Learning to Write: Is there a place for self-reported reviews in wine education?, Wine and Viticulture Journal, 2014. Justin Cohen, Armando Corsi and Larry Lockshin.
Abercrombie & #Fitchthehomeless, Ivey, 2013. Karen Robson, Justin Cohen and Colin Campbell.
Developing a Chinese Lexicon for Wine, Wine and Viticulture Journal, 2013. Armando Corsi, Justin Cohen and Larry Lockshin.
Optimising the Effect of Wine Education on Asian International Students, Wine and Viticulture Journal, 2013. Armando Corsi, Justin Cohenand Larry Lockshin.
A Better Understanding of the Structure of a Wine Market Using the Attribute of Variety, International Journal of Business & Globalisation, 2011. Justin Cohen, Larry Lockshin and Byron Sharp.
Hong Kong Disneyland: When Big Business Meets Feng Shui, Superstition and Numerology, International Marketing: An Asia Pacific Perspective by Fletcher and Brown, 2008. John Kweh and Justin Cohen.
J Cohen, C Driesener, A Huang, A Corsi, J Bruwer, R Lee, K Kilov (2022), Applying the Mental Availability Framework to Country of Origin in the China Wine Market, 13th International Conference of the Academy of Wine Business Research, 157
J Cohen, C Driesener, A Huang, A Corsi, J Bruwer, R Lee, K Kilov (2022), Exploring the ‘Laws of Growth’in the China Wine Market, 13th International Conference of the Academy of Wine Business Research, 152
AM Corsi, J Cohen, L Lockshin, P Williamson (2017), How consumptions occasions shape consumer preferences: a discrete choice experiment approach, 10Th international conference of the academy of wine business research
X Chen, S Goodman, J Cohen, J Bruwer (2016), Wine tourists’ loyalty intentions: Toward an integrated behaviour model, 9th Academy of Wine Business Research Conference, 502
J Cohen, L Lockshin, A Corsi, J Bruwer, C Driesener, R Lee (2022), The China wine market: How wine is gaining cultural value in Chinese culture, The Routledge Handbook of Wine and Culture, 405-414
L Lockshin, J Cohen (2020), Wine Trends in China, Handbook of Eating and Drinking: Interdisciplinary Perspectives, 575-592
J Cohen, PJ Tan, S Bogomolova, A Corsi, A Sharp, L Lockshin (2018), Endcap Insights–Visual Reach and Sales
F Celhay, J Masson, K Garcia, P Folcher, J Cohen (2017), Package graphic design and innovation: A comparative study of Bordeaux and Barossa wine visual codes, Recherche et Applications en Marketing (English Edition) 32 (2), 46-70
F Celhay, J Masson, K Garcia, P Folcher, J Cohen (2017), Design graphique du packaging et innovation: Une étude comparative des codes visuels des vins de Bordeaux et de la Barossa Valley, Recherche et Applications en Marketing (French Edition) 32 (2), 48-75
